Survey: How are customers using their phones in the store?

Chain Store Age – Smartphones are increasingly becoming a brick-and-mortar shopping tool, according to a new survey from BRP, a retail consulting firm. Results from “Special Report: In-store Mobility” indicate that 63% of consumers use their phone for product research, pricing and availability while they are in a store. This frequency of in-store smartphone usage goes along with general trends of mobile shopping’s growing popularity.

According to the study, 85% of consumers have purchased a product via a mobile app, 33% frequently purchase via their mobile device, and 41% plan to increase shopping frequency on their phone or tablet in the next 24 months. Despite the popularity of smartphones with consumers, only 49% of retailers indicate that the customer mobile experience is one of their top customer engagement priorities.

“As customers become more comfortable and proficient with utilizing mobile technology and researching information on their own, retailers need to offer expanded customer-facing mobile services to enhance the shopping experience,” said Marty Whitmore, senior VP and practice lead, BRP. “The proliferation of tablets and mobile phones provides new opportunities for retailers to enhance customer service by offering store associates tools to ‘keep up’ with the abundance of information that customers have at their fingertips.”

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