The increasing influence of mobile on real-world shopping was highlighted this week, as a new survey found that 20 per cent of consumers chose not to buy a item after searching for product details on their mobile phone. The research, from performance market firm Tradedoubler, investigated the consequences of mobile behaviour in the customer purchasing process. Another key result from the study included the news that 20 per cent of shoppers made the purchase in a different outlet following in-store mobile research. Furthermore, 21.7 per cent of buyers left the store and bought the item online at home following in-store mobile research.
“Mobile forms an integral part of the shopping cycle,” said Dan Cohen, regional director for Tradedoubler UK and Ireland. “Retailers need to remember that a smartphone-using consumer in their store is someone who is already interested in making a purchase from them.”Just one-fifth of those surveyed for the research said they bought an item in store after looking for details on their mobile.
Overall, retailers have been slow to evolve to meet the challenges presented by mobile showrooming. Writing in The Guardian earlier in 2014, Mark Freeman admitted that the industry has ‘been slower than other industries to adopt mobile,’ insisting that retailers needed to ‘embrace’ the trend in order to capitalise on an engaged consumer audience.
“Fundamentally, given that going to the high street is a social experience as much as a shopping one, retailers who can tie these new strands together are going to be in a very good place. Those who don’t will be, I believe, in danger,” he added.
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