Your customers have gone mobile. Have you?
Because digital consumers have countless experiences via websites, mobile apps and social networks, retailers are competing to connect with customers who are constantly using smartphones and tablets. This means brick-and-mortar retailers have a new opportunity to engage tech-savvy shoppers, convert them into brand evangelists and build new areas of business.
If you’re ready to learn more about mobile consumers and their impact on your business, here are four things you need to know about how mobile is shaping consumer behaviour in the retail environment:
1. Australian smartphone adoption is higher than ever. According to a 2014 survey by AIMIA, Australian smartphone penetration is the highest the industry has seen at 89 percent. But smartphones are just the beginning. The majority of survey respondents (60 percent) also own a tablet. Additionally, these devices aren’t owned individually—53 percent own a smartphone, personal computer and a tablet. For retailers, this means you can expect your customers’ infatuation with digital devices to continue and only grow over time.
2. Mobile devices are essential to everyday decision-making. As a result of this rapid adoption, mobile devices and digital experiences play a more important role in people’s decision-making processes. According to Salesforce’s 2014 Mobile Behavior Report, 85 percent of survey respondents said mobile devices are a central part of everyday life. Retailers should consider their presence online and on mobile as consumers use these devices to make decisions and assumptions about your brand and store.
3. Mobile devices dominate the way digital consumers connect and engage with any business. Mobile-ready offerings lead to greater engagement with consumers. According to Google’s Our Mobile Planet, about 52 percent of Australian consumers visited the website of a business or service after doing a local search via mobile, and 31 percent made an in-store purchase. Retailers can drive more in-store traffic and revenue by developing new offers exclusive to mobile customers and promoting them through online channels, such as social media.
4. Mobile apps drive purchase decisions inside and outside of the retail environment. As reported by Deloitte, 85 percent of consumers who used a mobile native app during a recent shopping trip made a purchase. Retailers can use branded mobile apps to deliver localized marketing, promotions and product offerings to mobile users while in store and when they’re outside of the brick-and-mortar environment.
Is your business ready to engage mobile customers? Discover more tips and creative engagement strategies in our new eBook, Tablets, Smartphones & Revenue: How Retailers Can Win the Mobile Customer. Download your free copy to explore how you can create a branded mobile app experience and provide a flexible photo-printing platform right in your store!