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BizReport : Mobile Marketing : July 09, 2015

Half of U.K. shoppers see little benefit of using mobile in-store

Shoppers are demanding more from their shopping experience and, says Shoppercentric, it is up to retailers to put the systems in place that meet consumer demands.

by Helen Leggatt

A new study from Shoppercentric reveals that while the number of consumers armed with smartphones has risen sharply - with 70% now owning one - the number of people using them during a shopping experience has risen only 9% in the last two years.

At the same time, shoppers are demanding more from their shopping experiences, whether it be via mobile, online or in a physical store. A third (30%) want shopping to be easier and, perhaps more importantly, two-thirds (64%) want to be rewarded more for their loyalty.

"The way in which shoppers connect with retailers has changed significantly in the past year and is set to continue to evolve at a rapid pace," said Shoppercentric managing director Danielle Pinnington.

However, Pinnington warns that "we also cannot rely on smartphone connections alone" and urged that retailers "remember the numerous other touchpoints that shoppers use when shopping".

"It's really important to view the whole shopper experience and all of the channels and opportunities there are to sell to and fully connect with shoppers," added Pinnington.

In fact, around half of the 1,000 UK smartphone-owning shoppers surveyed by Shoppercentric said they could not see the benefit of using their mobile device while in-store. For 27% it was too much effort while 23% said it had never crossed their minds to use their smartphone in-store. A lack of free Wi-Fi also prevented 22% of consumers from using their mobile in-store.

Shoppercentric's survey revealed that the top improvements retailers and brands can consider to make shoppers happier do not involve technological wizardry such as beacon-enabled mannequins or tablet-touting sales reps, they are far more basic:

- Better value for money, cited by 81%;
- 64% cited discounts for loyalty (64%);
- Better customer service (38%);
- Making shopping quicker (26%).

Shoppers were also keen to receive 'prompted ideas' (e.g. other people have...), click and collect options, sites being able to retain basket contents and the ability to return online purchases to a physical store.

windowon.pngCheck out the latest issue of Shoppercentric's 'WindowOn' magazine for more insights.

Image via Shutterstock

Tags: mobile, retail, shopping experience, technology

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