According to an On Device Research (ODR) survey of mobile users, 60% of those who responded have used their mobile internet whilst in stores, while 78% would use free Wi-fi in stores if offered it.
Consumers are using mobile in stores for two main reported reasons. The first; today’s price sensitive consumers use mobile in stores for price comparison. The current economic climate requires a more considered approach and mobile is the perfect tool for the job. The second, is for reviews. Looking for reviews whilst in store is something retailers should encourage as it shows a sure sign of intent to make a purchase.
However, with increased mobile use in stores it’s natural that some retailers are feeling threatened by the customers ability to browse ‘outside’ whilst still in-store – so how should retailers react?
Scott Winstanley, Head of Digital for Digital Marketing Agency Parker Sandford, said: “It’s natural that some retailers will be nervous of this trend towards mobile internet browsing whilst in store – but the answer is for them to embrace it and use it to their advantage. Retailers should be using the same available online information to enhance the in store experience for their customers. If customers are going to use their mobiles to find reviews on products – persuade them to use your site to source their reviews - and promote your reviews in store. Provide the information your customers demand and they won’t need to look to competitors in order to source it.”
Scott continued: “With so many customers using mobile internet in-store, retailers should be making the mobile experience better for customers. This is where in store Wi-fi comes in. Wi-fi in store provides a way to capture customer details and then target them with offers. In fact in the recent ODR survey, customers indicated they would be willing to receive some offers in return for decent in store Wi-fi. The use of mobile internet whilst in stores shows no sign of slowing, now is the time for retailers to focus on how they can use this trend to create their advantage.”
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