Skip to main content

The Path To Purchase: In-store shoppers want to read online reviews

The digital transformation in retail
90% of people use their smartphones in stores while they shop. 77% of all shoppers use a mobile device to search for product information while shopping in physical stores according to a consumer study commissioned by Salsify.

Digital interactions now influence 56 cents of every dollar spent in brick-and-mortar stores, according to Deloitte Consulting. These findings underscore the importance for retailers and brands to integrate digital and mobile into their marketing plans and business strategies.

In the digital realm, just having an online presence is no longer enough, to satisfy the growing demands and expectations of today’s digital consumer, it’s now critical to have an in-store shopping experience that is optimized for mobile phones. Retailers and brands must provide in-store shoppers at the point of sale with rapid access to information, relevant product content and customer reviews. Engaging with shoppers offers an opportunity for retailers to learn about any issues they may be having with products and services.

According to a RetailDive survey; the top uses of smartphones while in brick-and-mortar stores for 58% of consumers include researching product information or comparing prices, 40% use their mobile phones in stores to access or download digital coupons. Chain Store Age reports that 52% of shoppers would be more likely to toss a new product into their basket if there were online reviews for it.

90% of people use their smartphones in stores while they shop

Studies also suggest that men and women diverge somewhat using their smartphones in-store; 63% of men compared with 46% of women use their mobile devices to check or compare prices while in a store. On the other hand, 48% of women, versus 35% of men, use their smartphones to download digital coupons in a store.

How consumers use mobile phones while shopping in-store

Shoppers have more ways to inform themselves, buy, seek service and perform any task in the retail journey than ever before. Each shopper is different. Each shopping journey is different. As the path to purchase increasingly bounces between the physical and digital worlds. For 97% of shoppers, the most essential piece of information on the path to purchase is a customer’s review. Without customer reviews, 92% of consumers will hesitate to make a purchase.

For brands and retailers to succeed they need to enhance the retail shopping experience through a seamless and frictionless integration with their online digital properties.  

Stewart Irvine
@stewarteirvine, #uklipz, 

Chain Store Age:


Popular posts from this blog

Influencer Marketing: Sure, It’s Effective, But At What Price?

“So I got the opportunity to check out the demo of this game ...” said Felix Kjellberg, a.k.a. YouTube star PewDiePie, in a 2014 video.
But it turned out that Kjellberg, who has about 48 million YouTube subscribers, was being a bit disingenuous. Actually, Warner Bros. was paying him and others tens of thousands of dollars to talk up “Shadow of Mordor,” a then-new video game.
Two years later, the Federal Trade Commission cracked down on Warner Bros., and Kjellberg offered his defense. His YouTube page had disclosed that the video was “sponsored by Warner Bros.” Kjellberg pointed out that he wasn’t required to disclose the payment but opted to do it anyway. “Yes, I could have disclosed it better,” he said. “I could have put it above the fold ...”
As scandals go, this was a small affair. Yet as more and more brands opt for influencer marketing and the Federal Trade Commission has begun monitoring the practice, such gaffes have become more common.
That’s, perhaps, a reflection of influencer m…

The New Era of Innovation & Disruption

The pace of digital innovation and technology disruption is set on warp speed. We live in an era where technology is evolving faster than businesses can adapt. A disruptive technology is defined as, one that displaces an established technology and shakes up the 
industry or a ground-breaking product that creates a completely new industry.

"The pace of technology disruption and change right now is the absolute  slowest it will be for the rest of your life" 
We are living in an extraordinary time. During the Digital Era of the past 30 years, every industry has become social, mobile, and global. Every industry is becoming smart and connected, and companies that do not adapt are rapidly falling behind.
We have yet to realize just how rapid and profound the current digital revolution is. The scale and impact of the implications for consumers and businesses is both exhilarating and daunting. Disruptive technologies and new business models are creating change and transforming the econom…

Why User Generated Content Will Win the Content Battle in Every Industry

Why User Generated Content Will Win the Content Battle in Every IndustryFacebook, Instagram, Snapchat, Tripadvisor, Quora, Foursquare, Reddit, Yelp, Pinterest, Wikipedia, and Zomato are some of the most resonating consumer internet brands in the current internet landscape. 
And they have a common thread binding them all: a. They’re all content platforms. b. Users can consume the content for free. c. There are NO “content writers” on these companies’ payrolls.
The Genesis User Generated Content (UGC) is not a new phenomenon by any stretch. Any platform where the users of the platform are also the content creators is essentially a UGC platform. In fact, the terminology web 2.0 was coined for portals leveraging UGC. Blogging, which was a way for the erstwhile reader to express his or her thoughts, was one of the first forms of UGC.
Even though the term web 2.0 was coined in 2004, one of the pioneers of UGC, Tripadvisor, had already started creating a portal which offered reviews of places, citi…