Marketing to Mobile Women: Smartphone Shoppers Smarter than Store

January 18, 2011 § Leave a comment

This past holiday season was the turning point for shoppers having access to the information they need.  Not only did 69% of shoppers access a retailer website while in-store, but now it looks like the smartphone shopper may have more information than the store associate.

A report from Motorola Solutions says that a majority of retail associates (55%) said that 2010 holiday shoppers, driven by increasing availability of online shopping tools and mobile phone applications, were better connected to consumer information than in-store associates.

Tech-savvy shoppers are leaving stores that can’t provide the goods – nearly three in ten left a store with $134 left unspent.  The reasons for walking away are lack of a deal, out-of-stocks, limited store associate assistance and long check-out processes.

For marketers, the way to turn the tide might be to arm associates with hand-held devices.  The survey indicates that when surveyed shoppers received guidance from a retail associate armed with a handheld mobile computer, over four in 10 (43%) reported the device improved their shopping experience.

Today’s shopper has the ability to make on the spot shopping comparisons and customer service now means an expectation for more than attentiveness.  Shoppers with smart phones used their device to determine 39% of their walk-out incidents; 12% checked prices at other retailers online; and 8% checked availability at other stores.




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