multichannel experience as the technology is able to bridge
the gap between in-store and online channels.
And it tends to be the retailers that were quick to embrace mobile
technologies – such as local search or a mobile optimized site - that have continued to thrive and stay in tune with consumer behaviors.
For example, the new Econsultancy Multichannel Retail Survey shows that 44% of smartphone owners have used their mobile to find details about a retailer (e.g. nearest outlet or opening times), up from 32% in 2012.
Have you used your mobile to find a retailer’s nearest store, opening times etc.?
In fact, data from Google's Mobile Search Moments Study shows that:
- 40% of mobile searches have local intent.
- Shopping queries are twice as likely to take place while the user is
- Three out of four mobile searches trigger follow-up actions, whether that be
further research, a store visit, a phone call, a purchase or word-of-mouth
- More than half (55%) of conversions from mobile search take place
within the hour, while 81% of conversions occur within five
Prices and reviews
The survey also asked smartphone owners whether they had used their mobile to compare prices and look at product reviews while out shopping, also known as ‘showrooming’.
The results show that 40% of respondents had used their mobile while out shopping, which is actually a slight decline on 2012. Even so, the number of people showrooming is still twice as high as it was in 2011 (19%).
Have you used your mobile to compare prices and look at product reviews while out shopping?
In previous posts we’ve looked at ways in which shops can take advantage of showrooming, such as
by offering free in-store Wi-Fi or allowing customers to access online product reviews.
Article Source: http://econsultancy.com/us/blog/63343-why-mobile-is-key-to-an-effective-multichannel-strategy