Modern Shoppers Take an Integrated Approach

In a new survey conducted by BuzzCity, about half (47 percent) of all shoppers plan to shop online for holiday gifts this holiday season. Buzzcity also found from their study was that 59 percent of those who holiday shop online will also shop in the store as well. Retailers should understand that it is the combination of in-store and online shopping experiences that they should cater to for the modern shopper.

BuzzCity found that key concerns of consumers are product variety (33 percent) and for it to be easy to find those products (32 percent), whether consumers are online and in the store. These concerns come above finding discounts either in stores (24 percent) and online (14 percent).

Of particular note was that 20 percent of those surveyed stated that using their mobile device to find information in the store is quicker than asking a clerk or other sales staff. Clearly it is important for businesses to consider that shoppers could be viewing their mobile applications or mobile web site when on the show room floor and provide them with the necessary tools.

“When consumers shop, they can find all the product information they need just by pulling out their smartphone,” states Kimber Johnson, Managing Director, Vanity Point. “Smart retailers are making it easier and easier for shoppers to utilized a integrated shopping approach where they can augment their in the store experience with mobile tools.”

Business Understands Importance of Mobile

Based on different studies, it is estimated that between 25 percent and 50 percent of people will read this post on a mobile device. Consumers and business professionals have adapted to mobile apps, devices and web sites at a rapid rate, using ‘all things mobile’ to stay connected, find information or just have fun. In a new study from Syniverse, we see just how important mobile has become for businesses.

One of the key findings is that most businesses aren’t handling mobile developments in-house. According to Synivere’s report,  a full 77 percent of those surveyed are turning to outside vendors for their expertise on how to succeed in the mobile market.

Furthermore, it this survey, it is found that 92 percent of the business people surveyed believe mobile is ‘important or very important’ to their business and 84 percent ‘plan to incorporate’ mobile into upcoming marketing plans. Additionally, 88 percent say they have a ‘defined’ mobile strategy for future marketing efforts.

Of those who currently have a strategy, around half state that they are in the process of implementing it. However, only 24 percent say that their strategy has been implemented at this point and only about 10 percent say they are currently developing a mobile strategy

Businesses were quick to understand that mobile apps and web sites allow them to prosper in their local markets. Going local deepens the engagement levels of consumers.  Syniverse’s data shows that 73 percent of businesses surveyed have included a location-based strategy, which allows them to use geographic profiling to better interact with shoppers.

Mobile Devices Key to Retail Process

Mobile devices are rapidly becoming more and more important to the in-store shopping experience. Based on new data from GfK, about a third of people are now using mobile devices to conduct in-store research of  products while they are shopping and a surprising 20 percent of those questioned have made a purchase with their mobile device while they were in a retail store.

According to the report, those shopping for consumer electronics and toys are the most likely to use mobile devices while shopping. Additionally data shows that 70 percent of US shoppers are using both online and offline info to make decisions on purchases. 64 percent of those of shoppers choose to go in-store to see and feel the product and 63 percent stated they buy in-store to get the product home sooner.

“The future of shopping is here,” says Kimber Johnson, Managing Director of Vanity Point. “Retailers need accept and embrace their shoppers’ habits and preferences or they will be left behind.”

Mobile Applications and Mobile Web Sites should be part of a unified brand that cuts across all platforms and delivers the information that this new shopper is looking for. Businesses can no longer feel content to sever customers while they are in the store but must cater to them on-line, in the store and everywhere in between.