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BizReport : Ecommerce archives : November 19, 2013

Vibes: New research reveals how shoppers will use their mobiles this holiday season

New research from mobile marketing technology firm Vibes provides retailers with insights into how shoppers plan to use their smartphones this festive season. The insights will enable retailers to leverage mobile the way consumers plan to use it and lay the foundations for a lucrative holiday.

by Helen Leggatt

If you think that price checking is what mobiles are all about when it comes to shopping, think again. New research from Vibes into the specific ways in which consumers plan to use their mobile devices reveals there are multiple ways they are put to use and, consequently, multiple ways in which retailers can capitalize on that behavior.

Over half (53%) of shoppers armed with mobile devices plan to use them to look up product information in order to trigger purchase decisions, found Vibes, while 43% will use them to look up opening hours and store locations.

Once a product or a store has been found, what can retailers do to entice mobile consumers into the store? According to the survey of 1,000 consumers, 44% would respond to "compelling offers and discounts" while 17% are looking for the best product range. Location convenience is key to getting 14% in-store and 13% want personalized offers and discounts that reflect their previous purchase behavior.

There has been a significant rise in showrooming behavior since 2012. According to Vibes recent "Mobile Consumer Report: Combat Showrooming with Personalization" (October, 2013), 44% of consumers frequently showroom and 36% now use their mobile device in-store more than they did a couple of years ago.

Those consumers in the shopping survey who admitted to showrooming were more likely to want a personalized experience from in-store personnel (9%) compared with those who do not showroom (3%) and are more likely to respond positively to an engaging and fun in-store mobile experience.

"For retailers, this insight into consumers' mobile plans could lead to a much more lucrative holiday," said Jack Philbin, co-founder and CEO of Vibes. "While retailers intuitively know mobile is a game-changer, so many of them get stuck when it comes to developing and implementing a strategy that sticks with consumers."

Furthermore, when it comes to shopping, a third (32%) plans to make purchases via mobile websites.

Image via Shutterstock

Tags: in-store trends, mobile ecommerce, mobile shopping, showrooming

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