Marketing to Women: 50% are Smartphone Shopping

March 14, 2011 § Leave a comment

Hold on to your iPhone!  More than half of smartphone owners use their handsets to assist them while shopping in-store, according to a report from Chadwick Martin Bailey and iModerate Research Technologies.

In fact, some 67% of those under 35 are using their smartphone to make their shopping experience “smarter”.

And of course, we iPhone users are the most active; some 70% of iPhone users say they use apps or the mobile web browser to help make shopping decisions.  Not only do we comparison shop, but 41% of us are making purchases on our phones.

Price checking seems to be our new obsession.  In the post-recession, our shopping savvy and shopping tools have reached a blissful state that allows us to comparison shop anywhere, anytime.  Women are particularly interested in comparison shopping, locations and checking for discounts.  Some 20% of women are also likely to make the purchase on their smartphone.

What are The Lipstick Economy’s most common transactions?  Entertainment (music, movies, TV), banking, apparel, travel, auctions, personal care, and apps.

So what should a retailer do?

1.  Provide more transparency about price.

2.  Make sure your website is optimized for mobile browsers.

3.  Offer products not offered at other retailers – private label, special deals and offers, bundled packages.

4.  Provide a robust customer relationship management program that rewards your shoppers.

5.  Make sure sales associates are informed and ready to answer retailer questions.

6.  Offer a superior consumer experience in-store.

7.  Encourage customer reviews.

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