Published on: December 20, 2013by Kevin Coupe
MobileShopTalk reports on a new survey by Marketing Land that looks at what people are doing on their smart phones while shopping in bricks-and-mortar retailers. According to the survey…
• 31% of shoppers "compare prices of products through Amazon and other online retailers."
• 30% "look for offers and coupons."
• 28% "call friends or family for advice."
• 27% "look for product reviews."
• 18% "found other stores that have a desired product in stock."
• 15% "scan barcodes or QR codes."
• 13% "look for gift ideas."
The survey also suggests that only about two-thirds of shoppers are using their smart phones when it stores. ("Suggests" because what the survey actually says that 34% "don't use their phones in stores at all.")
What's interesting about this to me is the extent to which bricks-and-mortar retailers do not control the shopping experience anymore … that shoppers have access to so much more information and so many more influences, that it becomes ever more critical for retailers to create compelling and relevant shopping experiences.
Retailers can't just be sources of product, but also must be resources for information.
And, retailers have to make sure that their stores are strong enough that when the shopper walks in the front door, the smart phone in his or her hand is not the most interesting thing to look at.
And here's the ultimate challenge … that with every passing day, there will be more people with smart phones, with more options, and greater access to options that can diminish or dilute allegiance to the traditional shopping trip.
Retailers can embrace the challenge, or deny it. But to paraphrase Jeff Bezos, if they don't embrace these challenges and opportunities, it won;t be the competition that will disrupt their businesses.
It'll be the future.
And it'll be an Eye-Opener.
- KC's View: