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BizReport : Mobile Marketing : January 07, 2013

Optimize retail for mobile finds study

When it comes to retail therapy, a new study out from Latitude finds enhancing the mobile experience may be the best therapeutic option. According to the report enhancing the shopping experience on mobile devices is helping shoppers to more deeply engage with products, services and brands.

by Kristina Knight

According to Latitude, Next-Gen Retail: Mobile & Beyond report:

• Female m:shoppers are looking for better shopping productivity, i.e. skipping the lines at brick-and-mortar stores
• Male m:shoppers are looking for better shopping suggestions, i.e. product recommendations

"Shopping today is about discovering, and discovering more. Thanks to constant information access, we're moving from basic need-driven shopping to inspiration-driven shopping," said Kadley Gosselin, Content & Communications Manager at Latitude, who led the study. "There's an opportunity for retailers to provide more than mechanical recommendations based on preferences and past purchases. Consumers want to feel a personal connection and, if possible, a sense of serendipity, when retailers communicate with them."

Because of the way mobile shoppers are engaging, and what their gender says about those shopping trips, the report suggests that retailers who 'tech-up' in-store will build more loyal shopping relationships. For example, tech retailers who offer QR codes for product information or apparel retailers who allow shoppers to 'check out' via mobile devices, may build loyalty because of their mobile-friendly approach.

"What's exciting about mobile is that it allows people to make transactions without being in a transactional mindset. You can be out with friends, watching TV, or cooking in your kitchen and suddenly you have access to making a transaction in a way you didn't before," says Neela Sakaria, EVP of Latitude. "Surprisingly, we found that many people prefer using their mobile devices for shopping even while at home. This means mobile isn't just about 'on-the-go' convenience when it comes to shopping--which opens up some interesting possibilities for retailers to reach people in new, and perhaps more engaging, ways."

Other interesting findings include:

• 20-29 year olds surveyed said they shop via smartphone more often than via laptop
• 63% say they'll shop more via mobile over the next two years
• 81% say they 'always shop' because of their mobile device
• 85% say they're more likely to complete a purchase because of their mobile device
• 61% say brands offering a 'good mobile experience' leave them with a better opinion

Tags: ecommerce, Latitude, m:commerce trends, mobile commerce, mobile marketing

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