In-Store Mobile Browsing Yields Higher Ticket Sales

This article originally appeared on MediaPost. View it here.

According to new 2016 Retail Industry Report from InMoment, today’s digital-first shoppers are given a variety of options when making a purchase, and those who still choose to make the trek to a physical store are armed with information and ready to compare. Consumers are still making purchases in-store, and doing so often. Retailers who fail to meet the needs of today’s well-researched brick- and-mortar shopper risk being ousted by their competitors.

The InMoment Retail Industry Report confirmed that today’s shoppers are digitally savvy. Consumers are accessing their mobile devices while in-store to conduct research on the spot, and they expect in person assistance to compliment their mobile habits. In general, concludes the report, the more assistance a consumer receives, whether digital or human, the more he or she is willing to spend in-store.

In-store shopping remains a crucial part of encouraging shoppers toward conversion. The report summary of key findings shows that:

  • Mobile browsing won’t necessarily lead to showrooming (visiting a store and then buying online). Consumers spend, on average, 2.2 times more when they visit the brand’s website while at the store
  • Consumers spend, on average, twice as much when they have been assisted by a staff member across all sectors
  • Average spending increased nearly four times when the consumer was engaged by both staff and the brand’s website
  • Consumers ages 18-24 are almost twice as likely to visit the brand’s website before a store visit when compared to all other age groups
  • 41% of consumers under age 34 said research was the primary reason they prefer to shop online
  • Of those who visit the brand’s website while in a store location, 72% were younger than 44 years old, with the highest percentage (26.1%) coming from the 35-44 year old demographic
  • Consumers who visited another brand’s website while in store spent, on average, 1.2 times more than those who did not

In the age of online shopping characterized by quick delivery and seamless, self-service purchasing options, many assume retail sales associates are obsolete, says the report. However, the in-store experience remains a crucial step in the consumer buying journey, especially for shoppers conducting extensive research before making a purchase.

The report suggests that retailers must look to improve their mobile content and ensure shoppers can find everything they need to ultimately make a purchase, including product specs, purchasing details, inventory status, return policy, store locations and hours, and more. For industries with strong competitor research trends, retailers should also create a mobile app or website that puts product information front and center. Highlighting this information will make it easier for shoppers to educate themselves

  • And, mobile browsing won’t necessarily lead to showrooming (visiting a store and then buying online), says the report. Consumers spend, on average, 2.2 times more money when they visit the brand’s website while at the store.
  • Average spending increased nearly four times when the consumer was engaged by both staff and the brand’s website.
  • Consumers spend, on average, twice as much when they have been assisted by a staff member across all sectors.

According to the study, 41% of consumers under age 34 said research was the primary reason they prefer to shop online. Consumers ages 18-24 are almost twice as likelyto visit the brand’s web site before a store visit when compared to all other age groups. Gen X shoppers, on the other hand, are most likely to conduct mobile research when they’re already in-store. Of those respondents who visit the brand’s website while in a store location, 72% were younger than 44 years old, but the highest percentage (26.1%) came from the 35–44-year-old demographic, says the report.

The report, in summary, shows that the study reveals consumers that browse a brand’s website while in-store spend twice as much on average. The data also shows that even when customers peruse a competitor’s website while shopping in a brand’s brick-and-mortar location, they spend an average of 1.2% more per transaction. Concluding, the report says to not be afraid when customers want to shop other websites while in your store, but don’t miss the chance to recommend they check out your website, too.

For additional information from InMoment, please access the study here.


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