Researchers tlooked at the attitudes, shopping patterns and motivations of 3000 leading-edge consumers in the U.S., UK and Canada. The goal was to better understand how mobile devices are impacting in-store shopping habits by identifying those shoppers most likely to have “showroomed” — visited a store and saw a product they liked, but then purchased it online instead of from the store, and by outlining actions retailers can take, such as loyalty programs, price matching, free shipping and mobile payments to encourage consumers to open their wallets in-store.
The results paint a clear picture of today’s mobile assisted shoppers – or M-shopper – and debunks commonly held assumptions many brick-and-mortar retailers make about retail show roomers. Some of the highlights include:
Showrooming isn’t just for the Millennial Generation: Contrary to popular belief, 74 percent of M-shoppers are older than 29 years old.
Mobile devices can actually improve the chances of an in-store purchase: More than 50 percent of M-Shoppers are more likely to purchase a product in-store when their mobile device helps them find online reviews, information or trusted advice.
Price isn’t always the most important factor: Although “price checking” is the number one action of M-Shoppers, convenience, urgency, and immediacy are the top three reasons why M-Shoppers will buy in-store even if they find the same product cheaper online.
Loyalty programs are worth more than just their points: 48 percent of M-Shoppers say that being a member of a store’s loyalty program makes them more likely to purchase products in-store, despite equal or cheaper prices online.