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Location based services have high appeal for connected shoppers

| August 25, 2016

A recent survey revealed these mobile commerce features are sought after by consumers.

Zebra Technologies held a global survey revealing location based services are sought-after by consumers. The number of shoppers interested in using geolocation technologies while in-store is rising quickly.

Among the geolocation features most sought by consumers are digital shopping maps and mobile coupons.

Fifty one percent of shoppers are interested in mobile coupons sent through location based services, said the survey. These consumers want discount opportunities provided in-store by way of mobile devices. Another 49 percent said they are interested in receiving email receipts instead of or in addition to paper copies. Moreover, 45 percent said they are interested in digital shopping maps provided in-store on their phones.

The research examined global digital shopping habits including interest in location based services.

Location Based Services - Mobile ShoppingZebra Technologies published their findings in their annual Global Shopper Study. Also reported in the study were additional mobile commerce trends. Among them was that 76 percent of shoppers enjoy the in-store shopping experience. Furthermore, 50 percent of consumers think online and mobile technology solutions improve their experiences. They feel the retail experience is enabled and enhanced with this tech.

Over half – 52 percent – of shoppers say they have showroomed. Showrooming is the practice of looking at an item in store before purchasing it online at a better price. In addition, slightly more than one third – 33 percent – of shoppers said they most enjoy the chance to shop online and pick up their purchases in-store. This indicates that many people want to shop on their devices and obtain their items at the retail store.

Among the leading barriers to mobile commerce and location based services is a lack of trust in security. Large data breaches in the news headlines have made consumers wary of online and mobile shopping. Only 5 percent of consumers say they fully trust retailers. Still, nearly 80 percent said they would share a certain amount of information with retailers, regardless of less-than-perfect trust. Also, 64 percent of consumers value companies that offer features to customize the way personal information is collected, stored and used.

Most Millennials use in-store mobile commerce while shopping

| August 24, 2016

Recent research shows that this generation uses their devices even when in real world shops.

According to the results of a new study, 84 percent of millennials are using in-store mobile commerce. This means that despite the fact that they’re shopping in a bricks and mortar store, they’re also using their smartphones. That statistic only underscores the importance of retail mobile features.

The “mobile generation” is heavily influenced by the use of their smartphones while in store.

That said, even though many millennials are shopping using in-store mobile commerce, retailers shouldn’t feel threatened. This, according to Alliance Data, the firm behind the study. Alliance Data says this is an opportunity for retailers to benefit. If merchants embrace the use of mobile shopping by customers while they are in-store, they may be able to better guide the experience. This could provide them with a significant advantage.

The majority of millennials use in-store mobile commerce to find cheaper or easier ways of buying.

In-store mobile commerce - Millenials and mobile shoppingKnowing this can mean that retailers may be able to use the mobile shopping experience to prove they’re the best option. The survey data showed that one in three (34 percent) of millennials use their mobile devices to check product information. More than one in five (22 percent) use their smartphones to talk to friends about a product or service they’re considering.

“Retailers need to embrace mobile as part of the path to purchase,” said Alliance Data senior analyst of strategic insights group, Tom Colven. When a shopper is using a smartphone for shopping purposes while in-store, it is likely that they are trying to determine whether the store’s price for a certain product is a good one and what their peers think of the purchase. “Any brick-and-mortar retailers that do not embrace mobile at this point and latch on to key moments…risk being left behind by competitors,” said Colven.

The role played by smartphones doesn’t stop with in-store mobile commerce. After a purchases is made, the influence expands. The research showed 16 percent share that they have made the purchase over social media. Shopping experience details and unboxing information is also commonly shared.