These days shoppers do their research before they ever step foot in the store, according to a recent survey. It found that consumers are better prepared and more precise about what they buy in the store — all thanks to smartphones and tablets.
These shoppers make up the majority of consumers: 90 percent say they’ve decided what they’re are going to purchase before they go to the store; 75 percent say they are more informed shoppers than they were a year ago.
Retailers must communicate with this new generation of shoppers in their native tongue: mobile computing. Retailers need to make sure that their customers can connect with them through tablets and smartphones. People expect that they can buy products from retailers through their mobile devices anytime. Along with that, execution must be flawless: customers expect great service from the moment they place their order all the way through delivery.
Want to get better results from this new shopper? Incorporate mobile technology throughout the shopping experience. Here are some tips suggested by the study:
- Enhance the pre-shopping process with mobile applications and advertising.
- Continue to use mobile technology to enhance consumers’ in-store shopping experience. For example, smartphones can scan product bar codes that offer “location-based promotions” or link to video content. This could prompt shoppers to make impulse buys or remember forgotten items on their shopping list.
- Use social media to foster “post-purchase conversation,” helping stores gauge consumers’ needs and help them plan their next visit.
Source: Progressive Grocer, February 2012
