The use of mobile phones is completely changing the in-store shopping experience – so retail outlets hoping to keep a stream of customers shopping and purchasing products at in-store debit card and credit card payment processing terminals will need to make some major changes.
The Intelligence Group recently conducted a study, for example, that found that roughly one-third of shoppers now prefer to browse for products as opposed to actually buying them, according to Mobile Commerce Daily. Jamie Gutfreund, chief strategy officer of The Intelligence Group, told the news outlet that brick-and-mortar store locations can combat this trend by integrating the online shopping experience with the in-store shopping experience via mobile phones.
“Brick-and-mortar retailers need to integrate mobile into their offerings as much as possible to provide a more streamlined and manageable in-store experience,” Gutfreund told the news outlet. “Forty-one percent want to be able to gather loyalty points or savings on their mobile device as they shop in-store, 38 percent want to receive real-time promotions on their mobile device while they shop, 32 percent would like to use a product locator on their mobile device to find items while shopping in-store and 25 percent want to be able to pay with their phone at checkout.”
The same survey also stressed the importance of stores keeping their offerings consistent across multiple shopping channels, according to Mobile Commerce Daily. For instance, more than half of all respondents to the poll noted that retail outlets need to ensure prices remain consistent across both online and in-store offerings.
“Consistency across channels improves conversion,” Gutfreund told Mobile Commerce Daily. “Young consumers expect to be able to switch seamlessly between online, offline, and mobile. The retailers that easily enable this create a more direct path to purchase.”
Another survey stresses the importance of cross-channel consistency
Another recent study, conducted by Deloitte and reported by The Guardian, reached similar conclusions. However, that study also illustrated just how valuable omnichannel shoppers – those who shop at multiple store channels, such as both online and in-store – really are. According to the study, the 18 percent of U.K. consumers who shop across multiple channels with the same brands represent roughly 70 percent of all domestic retail spending – meaning these shoppers are perhaps the most valuable base of consumers that a given brand can attract and cater to.