May 10, 2019
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.

Social Connections

🌻 Specialty Retailers and Independent Garden Centers, unite! 🌻 Get ready for The Garden Center Show on August 6-7, 2024. Connect with fellow professionals, learn from industry leaders in an updated education program, and discover the newest trends and products. Don't miss out on the chance to revitalize your business with local garden center tours! Registration is FREE. Reserve your spot today. 🔗 Register here:🌿 Learn more: #gardencentershow #networking #RetailStrategies #specialtyretailers #gardencenter #giftshops #retailmanufacturers ... See MoreSee Less
View on Facebook
Gift Shop Plus Winter 2024
Get one year of Gift Shop Plus in both print and digital editions for just $16.

Interested in reading the print edition of Gift Shop Plus?

Subscribe Today »

website development by deyo designs