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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, 

Sources:
Chain Store Age: http://bit.ly/2iEMx0s
RetailDive: http://bit.ly/2iEz9JG   

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