mobile in-store

30% of US shoppers admit to showrooming vs. 40% in the UK: report

Almost a third (30%) of US shoppers now use a smartphone while in-store compared to 40% in the UK, according to a new report into ‘showrooming’.

On the face of it this would appear to be a behaviour that retailers would want to try to prevent, but in reality there’s very little that stores can do to curb the consumer use of smartphones.

Furthermore, separate data taken from the new Econsultancy/BuyDesire Mobile Marketing and Commerce Report found that retailers don’t actually see showrooming as a threat to their revenues.

The report found that although 67% of companies acknowledge that the number of customers using smartphones in-store is increasing, only 11% believe that showrooming poses a threat to their business.

Connected retail: the future of the high street

The speed with which new technologies are being adopted by consumers is breathtaking. The use of tablets and mobile is unprecedented.

New customer touch points have burst onto the scene, leaving retailers struggling to decide where to prioritise their marketing and digital spend: should the focus be on websites, stores or mobile?

63% of smartphone owners use their device to search for information while shopping

More than half (57%) of smartphone owners have used their device to search for information while out shopping, according to data from our new Mobile Commerce Compendium.

The most common smartphone activity was comparing prices (63%) with other retailers, followed by looking for a discount voucher online (42%) and looking for product information or other options on a different retailer’s website (34%).

This raises a difficult dilemma for retailers, as the natural urge is to try and prevent customers from shopping at their competitors using the mobile web but in reality it’s impossible to prevent people from doing it.

How Evans Cycles uses QR codes in-store to deliver product details and reviews

The high street’s struggles with ecommerce and the digital age have been well publicised in the past 12 months as a number of previously dominant brands have gone to the wall. 

And in general the brands that have thrived are those that were quick to adapt and integrate digital technologies in-store, such as John Lewis and House of Fraser.

In our report How The Internet Can Save The High Street we detailed some of the new tactics and strategies that retailers should be trying to take advantage of, such as click-and-collect, mobile search, apps and QR codes.

QR codes are a much-maligned technology – particularly by us – however they can be used in-store to allow customers to access additional product information and reviews.

49% of UK consumers think personalisation is important: stats

Almost half (49%) of UK consumers think personalisation is important, however there are conflicting views as to what actually constitutes a personalised service.

The Oracle report, which surveyed 538 UK adults, asked respondents what they define as good and bad service, with reference to both online and offline retail.

It also asked how respondents define personalisation, with 40% saying it meant receiving offers/discounts to their smartphone based on their preferences while not in-store, while just over a third (36%) said it meant receiving the same type of offers while in-store.

A further 29% said they thought it meant being able to access a single shopping basket across channels.

I have previously investigated which of the top UK retailers offer a single shopping basket across different channels and found that only Amazon, M&S and Tesco currently join up their mobile apps and desktop sites in this way.