The Growth of In-Store Mobile Activities And Showrooming

In yesterday’s post, we shared information on the kinds of mobile activities consumers take part in while shopping in brick & mortar locations.  A new study has been released that gives some historical perspective and points to a problem many retailers are facing –  “Showrooming”. “Showrooming” is defined as the act of researching a product in a store, then purchasing it elsewhere – online, by phone or from competitors location.  In fact, 45% of online shoppers have researched a product in a retail store prior to buying it online.

The ways US online shoppers use their mobile phone while shopping in-store:

•  Accessed that store’s web site:
2009 – 52%
2011 – 65%

•  Accessed a competitors web site:
2009 – 25%
2011 – 43%

•  Accessed a aggregative shopping site:
2009 – 15%
2011 – 26%

•  Accessed that stores mobile application:
2009 – 4%
2011 – 21%

•  Accessed competitors mobile application:
2009 – 4%
2011 – 14%

What Does This Mean To You?

Mobile technology has given businesses so many different ways to connect with shoppers, but it’s also put a world of resources in to consumers hands.  The fact that competitive site visitation is up over 70% in the past year illustrates how savvy shoppers have become due to mobile.  As a business, there are several things you can do to keep shoppers in your store or at the very least keep them shopping your brand.  Offering free shipping or free set up and delivery are things that might keep customers in your store.  As much competitive shopping that is going on, there is some research showing that the sky is not falling.  35% of shoppers eventually made a purchase from the store they were comparison shopping from, 19% bought online and just 8% bought from a competitor.  For more information on how to create traffic to your location from mobile,
please contact:
Al Fiala
amfiala@gmail.com

Source: emarketer; ClickIQ, Pew Internet & American Life Project

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