Shoppers Who Browse Retail Sites When in Stores Spend More at the Stores They’re In

October 20, 2016

This article originally appeared on Internet Retailer. View it here.

Consumers who visit retail websites on their phones while shopping in stores spend up to 150% more in those store than those who don’t according to a report from InMoment.

According to a new study, brick-and-mortar retailers should encourage their shoppers to browse retail websites while shopping in their stores.  

The study concludes that shoppers who browse retail sites on their phones from within stores spend more money in the store than shoppers who keep their phones in their pockets and purses. InMoment Inc., which markets customer experience optimization software, polled more than 25,000 store shoppers in North America regarding their in-store shopping behaviors.

InMoment’s study reveals that shoppers who browse out a retailer’s website while they are in that retailer’s physical store wind up spending 2.2 times more in store than shoppers who don’t browse the retailer’s site. It’s mostly younger shoppers that are visiting a retailer’s website while they are in that retailer’s store. Overall, 72% of all shoppers who do so are under the age of 44.

If you’re a store retailer and notice a shopper checking out one of your competitors’ websites on their mobile phone while they are in your store, don’t panic because that could actually be a good for you, too. According to the InMoment study, those shoppers on average will spend 20% more in your store than those who aren’t browsing your rivals online. For apparel store retailers, the beneficial impact of their store shoppers browse a competitor’s site while in their stores is even greater. They typically spent 150% more in store than shoppers who don’t browse online while shopping in the store.

InMoment writes in the report that these findings illustrate how important it is for omnichannel retailers to sync up their online and offline stores.

“When preparing sales associates to master their on-floor responsibilities, retailers must ensure that what employees recommend in stores is consistent with what shoppers can find online,” says the InMoment report. “Consumers have a need for both in-store and online assistance, but the connection will not be lucrative if there is confusion or inconsistencies with the basic information shared in company training materials.”

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