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 4 email worst practices and solutions
- Ad Roundup: Releases, partnerships focus on data
- Expert: How SMB owners can embrace the CMO title
- New AI technology optimizes mobile video ad campaigns
- eSports' social following growing faster than traditional sports
- Omnichannel retail strategy key to SME success
- UK: Post-Brexit sees rise in overseas online orders
- Study: Time spent with top 100 apps up 10%
Featured White Papers
- The 5 Principles of Engagement Marketing
In this ebook, we define each of those five principles, and show you what an engagement marketing strategy truly looks...