Over half of consumers use mobile apps in-store:
More than half of the consumers have used a retailer’s mobile app while in-store to find coupons (57 per cent), redeem coupons (65 per cent) and locate sale items (46 per cent), according to a new study by Yes Marketing. The findings suggest an imperative for retailers to deliver a multichannel experience that drives more mobile users to shop in-store.
While mobile commerce is becoming the new norm, the report ‘Surviving the Retail Apocalypse’ suggested that only 33 per cent of consumers prefer to make purchases on smartphones. Instead, they would rather use tablet and desktop (49 per cent) for a more frictionless experience.
Half of the respondents (49 per cent) said that visually appealing stores would motivate them to shop at a brick-and-mortar location. Centennials are more likely than all other generations to shop at visually appealing stores (58 per cent), while millennials are most interested in local events (36 per cent) and additional services (42 per cent).
“To survive the retail apocalypse, retailers need to prioritise the mobile experience,” said Jim Sturm, president of Yes Marketing. “Consumers will not hesitate to turn to another brand if it offers a more user-friendly experience. Retailers can bridge the mobile-to-store experience by introducing apps that support the in-store shopping with features like maps of store layouts and access to product ratings.”
“As consumer preferences continue to evolve, retailers need to adopt the right technology to meet their expectations,” said Michael Laccarino, CEO and chairman of Infogroup, parent company of Yes Marketing. “Retailers should identify the right technology and services partner if they want to deliver a convenient, seamless shopping experience that can increase both customer lifetime loyalty and revenue.”
Monday, 14 January 2019