News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Retailers lose a third of consumers through in-store smartphone use
European shoppers' purchasing behavior is significantly swayed by their use of mobile devices in-store, according to new research released by performance marketing firm Tradedoubler. Similar research reveals that shoppers want retailers to provide them with a 'useful' app to boost the in-store experience.
More than half (61%) of shoppers in Europe have changed the way they make purchases as a result of using a mobile device in-store, found Tradedoubler's research across nine European countries.
A third (32%) change their mind about purchasing a product after using their mobile in-store, 20% decide to make a purchase elsewhere and 22% decide to make the purchase online.
Until physical stores provide a seamless and fully integrated omni-channel experience for shoppers armed with mobile devices their competitors, both on- and offline, will benefit, says Dan Cohen, regional director UK and Ireland at Tradedoubler. Currently, just 19% of shoppers in Europe complete the purchase cycle in-store.
"Retailers need to remember that a smartphone-using consumer in their store is someone who is already interested in making a purchase from them," says Cohen.
"By providing targeted online offers, vouchers or coupons that can be redeemed in-store, they can help ensure in-store mobile consumers are converted to in-store customers."
Research conducted in the U.S. by app research and strategy organization Apigee Institute also found that most (81%) smartphone owners say their mobile device has changed the way they shop. Of interest to retailers is that 66% of shoppers say they are more likely to shop in a physical store that has a 'useful' mobile app - that figure rises to 84% among app 'power users'.
The definition of a 'useful' mobile app is, for 50% of shoppers, one with an easy-to-use interface that allows them to find a store, followed by access to customer service and the option of being able to make a purchase via the app.
"The rise of mobile isn't just changing e-commerce. Our research finds that customers not only want brick-and-mortar retailers to deliver key services via apps, they expect them to," said Bryan Kirschner, director of the Apigee Institute.
Image via Shutterstock
- Top 3 tips for effective native ad campaigns
- Top 3 email tips for the 2014 holidays
- Study: 3/4 will use phones for holiday shopping
- Studies: Shoppers want connection
- Brands: What to prep now for Thanksgiving Weekend
- Would your website earn Google's mobile-friendly label?
- Third of UK online retailers are not ready for the Christmas rush
- Study: Consumers find driving need to be always on
Featured White Papers
- Definitive Guide to Marketing Metrics and Analytics
Download this 70-page, all-encompassing guide to learn the right metrics for understanding and interpreting marketing results, why measuring marketing programs...
- From Average to Elite: 7 Secrets of Today's Top Marketers
Marketing is more chaotic than ever. Pleasing multiple stakeholders, juggling random request inputs and collecting meaningful data from project teams...
- Marketing Attribution in the New World
We all know that consumers generally do not convert after seeing just one advertisement. How do we decide which campaign...