Mobile devices are important to in-store retail buying

Physical stores still play a major role in most Americans’ shopping journey, according to a recent survey conducted by Kelton Global for RetailMeNot. But phones are an important part of a store’s success, and help draw people into physical locations. The good news from this survey is that 85% of Americans still shop in a retail store about three times per week. And what’s even more exciting is younger generations are visiting physical stores even more frequently — millenials visit four times per week and Gen Z shoppers 5.25 times per week. The good news continues, because the data from the survey excluded grocery and convenience stores. “In-store retail is still the most important channel for consumers, and the role that mobile plays in the shopping journey is notable to retailers who want to reach in-store shoppers,” said Marissa Tarleton, CEO, RetailMeNot, Inc. “The mobile device is the number one in-store shopping companion, which is a marketing opportunity for retailers to drive in-store footfall, incentivize sales and understand online-to-offline behavior.” According to the RetailMeNot data, a large number of individuals surveyed (69%) stated phones are an important component when making shopping decisions, as they rely on personalized offers they receive on their phone to use in a physical store.

Retailers — What Should You Know?

The survey from RetailMeNot provided some key points for retailers to ponder. But, more importantly, it provided a path to get shoppers into a physical store. Some highlights to consider when implementing marketing efforts are:

• Remember your customer has most likely researched product information in advance and may not utilize staff to obtain information.
• Shoppers discover deals online via mobile devices.
• Customers said personalized offers received on phones for in-store use would convince them to go to a physical retail location.

“Mobile browsing and research are standard for most shoppers, and a substantial number of consumers are comfortable converting on either that same smartphone device or in a physical store, based on what is convenient to their needs at the time of their journey,” said Tarleton. The key is to combine marketing efforts; to promote in-store shopping experiences coupled with specials, personalize offers and drive on-line purchases. This omni-channel approach will continue to play an important role for retail strategy, even for small independent retailers.

According to the RetailMeNot survey, Americans are:

• 30% more likely to complete a purchase in person than on their smartphone when they find a deal on their phone.
• 38% of shoppers who begin their journey on a smartphone.
• 43% of shoppers who begin their journey on a desktop complete their purchase in a physical store.