Tag: in store mobile commerce

Most Millennials use in-store mobile commerce while shopping

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.

In-store mobile commerce tools may boost sales

A new report showed that this technology sends more traffic into shops and could increase sales.

As shoppers increasingly look to smartphones for products in-store mobile commerce tools are having a greater impact. Brick and mortar shops that offer additional shopping assistance over mobile devices see more traffic and sales.

A recent DMI report showed that 70 percent of U.S. shoppers always or regularly use mobile devices to shop.

Still, retailers have yet to fully implement the kind of in-store mobile commerce opportunities that consumers love. This kind of m-commerce tool has the ability to raise customer engagement and in-store efficiency. Yet they are still not commonplace.

Recent research showed that shoppers want to use their mobile devices while in brick and mortar stores. More specifically, they want to be able to use smartphones as a part of self-checkout systems. They also want to be able to gain access to store inventory. When they are being assisted by a store associate, consumers want to receive alerts to tell them when their items are ready.

In-store mobile commerce tools can incentivize customers to visit shops more frequently.

In-Store Mobile Commerce - Shopping MallThese mobile apps and other features can also encourage customers to spend larger amounts once they’re there.

The DMI report provided significant insight into this trend. Among U.S. shoppers, 61 percent would visit a favorite retail shop more frequently if it had a better application. These consumers want more tools and improved value from retail apps.

Furthermore, 57 percent of shoppers said they would spend more money in-store if they had a better app to use. Another 70 percent of consumers said they would select one retailer over another based on the mobile tools they offer.

Retailers have traditionally struggled in encouraging consumers to download their mobile apps. The barriers to download include an aversion to standalone apps for every retailer they like. Moreover, many consumers don’t like the clunky functionality many apps have to offer.

However, when retailers introduce strong mobile tools, there are two strong benefits. The first benefit is enhanced user engagement. The second benefit is the chance to boost in-store foot traffic.