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BizReport : Mobile Marketing : August 30, 2013


Retail: Mobile shoppers are in-store before they step through the door

Retailers are well aware of today's mobile in-store shopping behavior. Much has been written of showrooming. However, new research reveals that the mobile shopping experience begins way before the consumer has walked through the store door.

by Helen Leggatt

No matter how big or small, retailers must embrace mobile's role in-store in the shopping experience by providing the content consumers want, when they want it, and in a quick and efficient format.

Consumers don't leave the house without their mobile device, and those devices are playing significant roles in the day to day lives of their owners. They have become always-on weather stations, newspapers, magazines, books, telephones, messaging centers, social facilitators, diaries, calendars, to-do lists, text books, torches, compassses and, increasingly, shopping buddies.

New research from Maxymiser, "Mobilizing the Retail Shopping Experience", reveals the increasing role mobile devices are playing in a trip to the stores. Previous research by others has revealed much about what consumers do with their device in-store, and how that's affecting bricks-and-mortar stores. Maxymiser's research backs up what's gone before, revealing that 39% of mobile owners use their device while in the aisle of a store.

However, Maxymiser's research reveals another behavior that is of great importance to retailers. While nearly 4 in 10 shoppers are using their device in-store, almost a fifth are putting it to use on the way to a store, looking up a store's opening hours (14%) and checking for coupons and promotions (12%). An effective mobile strategy will recognize this pre-store behavior. A pre-visit mobile experience can do a lot to entice consumers in-store, providing information about in-store offers and promotions, new inventory and personalized recommendations.

MaxymiserLogo.jpg"This research points to a clear shift in consumers' mobile behavior as well as an urgency among retailers to move mobile optimization to the top of their digital marketing priorities in 2013," said Paul Dunay, global vice president of marketing, Maxymiser.

"Every moment they delay can result in a huge windfall not only in customer engagement and loyalty, but also in revenue."






Image via Shutterstock

Tags: customer engagement, loyalty, mcommerce, mobile, mobile shopping, retail, shopping, showrooming








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