There is no denying the power of mobile technology as a major disruptor in the retail industry. The proliferation and convenience of mobile devices has completely changed shopping behaviors and elevated customer expectations. And there’s no sign that it’s slowing down any time soon. In fact, according to the BRP Consumer Study, mobile shopping will continue to grow as 41% of consumers indicate they plan to increase their shopping frequency on their phone or tablet in the next 24 months.
However, purchasing via a phone is just one way that mobile devices are becoming more pervasive. Many consumers use their mobile devices as a research tool throughout the shopping journey. In the BRP Consumer Study, we found that 34% use their phone to compare prices and 28% look for offers/coupons, all while in the store. This makes it imperative for retailers to ensure their mobile app/website offers the tools and capabilities to keep the customer shopping their brand.
A retailer’s mobile capabilities can actually be a major driver for where a consumer chooses to shop, with 67% of consumers choosing a store based on the availability of mobile coupons and 49% choosing a store based on the ability to locate products via a locator maps on their mobile device.
Unfortunately, retailers are still trying to catch up to customer expectations. While two-thirds of consumers want mobile coupons, only 23% of retailers actually offer mobile offers within the store. Half of consumers want to be able to locate products in the store with their mobile device, but only 23% of retailers currently offer it.
There is a large gap between what customers want and what retailers can currently offer. Mobile technology, and the opportunities it offers consumers, requires retailers to upgrade and replace applications and systems to stay ahead of their competitors’ customer experience offerings and to keep up with their very informed, technology-savvy customers.
To learn more about the gap between customer expectations and retailer capabilities I urge you to read BRP’s recent SPECIAL REPORT: The Mobilization of Retail.
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2019 Consumer Shopping Habits – The Generation Gap, April 16, 2019