46 per cent of smartphone owners research products while shopping

Published on 26 September 2012 by in Latest News

brand apps mobile 46 per cent of smartphone owners research products while shopping

New figures have revealed the continuing synergy between mobile browsing and in-store sales. A report released this week discovered that 46 per cent of smartphone owners had used their handset to research products while on a shopping trip.

The report from digital company Deloitte, investigated the evolving relationship between the mobile medium and real-world shopping activity. The report went on to reveal that there was a 74 per cent conversion rate from those in-store customers after researching a product on their smartphone. The investigation went on to predict that between 15 and 18 per cent of in-store purchases would be influenced by ad-hoc smartphone research from the shop floor by 2016.

Commenting on the research, Ian Geddes, UK head of retail at Deloitte, said:

“Mobile must be considered in conjunction with other shopping channels. Consumers are researching products using the smartphone, browsing items in store and then often completing the transaction at home on a laptop or tablet. Shoppers expect to be able to interact seamlessly with a retailer across all of these channels. Investment and related targets are required to ensure each channel supports each other and delivers a strong omni-channel experience.”

The growing importance of smartphones – both as a sales channel and customer reputation management system – means that more brands will be incorporating the medium into their existing CRM systems. By 2016, more than 80 per cent of customers will own a smartphone, using their mobile apps to research products, purchase items and contact organisations.

The numero team have spoken previously on the need for brands to feed developing contact channels into their current CRM systems; utilising consumer behaviour to offer innovative mobile solutions for an evolving consumer market. The time to do that is now.

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