We talk about the new mobile habits and how they are influencing the shopping experience, today’s shoppers are increasingly mobile-savvy and comfortable with using multiple devices and screens in different ways to achieve their goals. We have truly entered the “age of mobile,” the smartphone is transforming the shopping experience and as a result, the effectiveness of traditional engagement strategies is in question.
But do we really know what skills the new mobile shoppers have? What are their needs? Why use their mobile phone to complete their purchases? IDC has conducted an analysis of the mobile shopper. Although the study is in the USA area, it is still interesting to see the requirement of this growing audience.
For retailers, this means rethinking how to engage shoppers on mobile while in the store. 69% of respondents think that the smartphone is a key to enhance your shopping experience tool. Although some are still in the process of adaptation, 70% confirmed that this year will be much more important to your device when buying. The research reconfirms phone use not only to buy but also to pre-sales activities such as searches, the smartphone is enabling shoppers to be more informed to be sure about their shopping decisions, as many consumers reach out to their trusted social networks while shopping. 70% also makes comparisons with other products while 50% seek third party opinions. In fact, 10% bought from a competitor while they were shopping in a retail store if he sees more competitive prices.
But not only the buyer look at other mobile products but also shares information with family or friends. 58% use smartphone to call or send messages related to the purchase, 33% make check-in on Foursquare or Facebook and 14% asked for advice on social networks.
In addition to the survey, the app and mobile Web activity of over 10,000 smartphone users was analyzed during the holiday shopping season. Among retailers, Amazon dominated, with far more consumers accessing its app, mobile website, or both, than any other retailer.
Mobile Shopper Needs
With an overview of the prototype mobile shopper is easier to start ask what their needs are. Obviously we are not facing the traditional consumer seeking a store recommendation, advice and experience dependent, the picture is totally different. Although the needs may change, here are some general guidelines about what mobile shoppers need from the seller.
- Privacy: Becomes a key fact to recurrent purchase and loyalty to those customers who want to keep buying but need to rely on the professionalism of the store.
- Offers: 47 % of buyers think that the stores offer them special promotion. This is as important event or even more than any other for customers to remain loyalty.
- Customization: Having an application as iBeacon, able to send a message saying “Hi , Miss Lopez ” when getting inside a store , it is a factor that increased the adaptation of content to another level.
- Submitted adapted: the shopper needs a mobile application or website where you can browse and quickly find your favorite products totally adapted to all mobile devices and works fine. Furthermore, there is little point having a good implementation , if we are not active in social media, so that customers can use them in case of doubt or allow them to share our corporate image in social networks.
- Payments: A study by Steria Mummert Consulting, 90 % of financial experts predict that debit cards will be replaced by smartphones and other mobile devices in 2020. The mobile payment is the next step in the evolution of the transactions. Be prepared for this reality and give the option to pay with these kind of tools.