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BizReport : Mobile Marketing : January 18, 2012

Retailers: Why you need mobile, not just a website

Smartphones. Tablets. The ways consumers can shop for merchandise - from favorite cereals to the latest fashion trends - continue to grow. A new and increasingly powerful way to shop - and research in-store - is through a smartphone or other mobile device. Yet many merchants are slow to adopt mobile sites.

by Kristina Knight

"The outlook for today's retailers remains challenging as many find themselves confronted by reduced consumer spending and weak credit market conditions. New economic realities have resulted in a new order of buyers who are more price-conscious and careful about the purchases they make," said Alison Paul, Vice Chairman and US Retail & Distribution Leader, Deloitte, LLC. "The critical challenge for retailers under these circumstances will be delivering a compelling in-store experience that drives profitable growth in 2012. In order to stay competitive, retailers should develop a store strategy that aligns talent, physical space, processes and technology to meet the changing demands of their customers."

Paul suggests harnessing mobile and social media to deliver personalized ads or messages. Deloitte's 2011 Holiday Survey found 42% of consumers owned smartphones, allowing them to check pricing or product status at competing stores. Offering a mobile solution is one step toward keeping customers happy - and shopping - instead of leaving for other stores.

How pervasive is mobile in-aisle shopping? According to new data from White Horse 84% of smartphone owners use their devices while shopping in-store - to check prices (83%), research products, read customer reviews (76%) or get QR/coupon codes. They're also checking the availability of items in other stores. Their data also shows 54% have scanned a QR code in-aisle and, once scanned, most (83%) keep scanning more codes.

White Horse's research also shows customers aren't feeling the app-love. Their report shows one in three shoppers are unlikely to download retailer apps, even if they learn about them in-store, while two of three are likely to visit retail/product mobile websites while in-store.

Tags: Deloitte LLC, ecommerce trends, mobile commerce, mobile marketing, mobile retail, White Horse

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  • Bruce Cooper

    The reason why consumers are not downloading retailers apps is because, in most cases, they do not give real value and relevance to the consumer. many retailers jumped on the app bandwagon as a 'tick in the box' exercise with no real thought to what they were trying to deliver to their consumers.

    Those retailers who have invested thought and time do see benefits. I have been involved with an app that delivers real benefit and the repeat usage figures just continue to grow.

  • Great article. With the rise in mobile marketing, businesses are rushing to "go mobile." The mobile apps/mobile website industry is also seeing rapid growth. Our company is Womple, which makes "going mobile" super easy and affordable for businesses. Check it out:



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