How do shoppers use their smartphone as a shopping companion


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This presentation delivers the results of a study made last summer by Mobilosoft on the shoppers' use of their smartphones while doing shopping.

This study has been realised in Belgium.

Different areas are covered in this study:
- Pre-shopping: how are smartphone used to prepare shopping activities (includes: SMS, Geolocation, mobile search, Apps vs Mobile sites,...).
- During Shopping: how is it used while doing shopping (includes: showrooming, QR Codes, ...).
- Social Shopping: how do they use social media on their smartphones for shopping-related activities.
- Mobile Loyalty: what are the behaviors and expectations in terms of Mobile Loyalty.
- After Shopping: how are mobile used when shopping is done.

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How do shoppers use their smartphone as a shopping companion

  1. 1. How do Belgian shoppers use theirsmartphone as a shopping companion?Study by Mobilosoft
  2. 2. During this summer, Mobilosoft went in thecommercial streets and centers of Belgium tomeet the shoppers !Our objective: understand how they use theirsmartphone as a shopping tool!Is there a bias ? Yesssss ! We met onlyshoppers, so that we could provide info onshoppers only. We weren’t interested by “MrEverybody”
  3. 3. The author This study has been conducted under the supervision of Georges-Alexandre Hanin, Founder and CEO of Mobilosoft • Twitter: @gahanin • LinkedIn: Georges- Alexandre Hanin
  4. 4. About Mobilosoft.comMobilosoft is the best Europeansolution to create a mobile websitefor the Retail sector :• Create a mobile site that fits your consumers’ expectationMobilosoft is the only tool that alsosynchronise your content withsocial media and search engines:• Google• Facebook• Foursquare
  5. 5. Via a single database Update it once & get it right everywhere !
  6. 6. MethodologyWe made a questionnaire and went in the big cities ofBelgium: Brussels, Antwerp, Gent, Brugge, Liège,Namur & Mons:• 566 people have answered the questionnaire• Respondents were aged between 15 years and 82 years with an average of 35 years. We made 3 categories – Young: 15y – 25y – Mature: 25y – 40y – Seniors: 40y+• 56% of the respondents owned a smartphone – 54% of non-smartphone owners told they want to have one soon!• 53% mens – 47% womens
  7. 7. PRE-SHOPPINGHow do Belgian shoppers use theirsmartphones before going shopping ?
  8. 8. Smartphone as a tool to getpromotions
  9. 9. 72% of smartphone owners have already receiveda promotion on their smartphoneThe youngest - 78% - and the Percentageladies - 80% - have thehighest percentages. Electronic voucher 26%Promotions have mainly been Push notification 45%received by text messagesand electronic vouchers are National promo by 62%already present in the smslandscape ! Local promo by sms 52%On the contrary, who do notown a smartphone, are not Event invitation 9%interested in receivingpromotions per sms (56%) !
  10. 10. Which promotions are the most relevant ? Ladies prefers to be invited to Electronic 9% voucher 22% events while men are eager to receive local promotions. 10% Game 0% National promotions don’t seems to be interesting for National 11% Mens promotion 0% womens as it is the case for Ladies games. 27%Local promotion 31% Older people have the 22% highest willingness to getEvent invitation 41% local promotions with 72% !
  11. 11. Consumers take action after having received apromotional sms on their smartphone !45% of smartshoppers Percentagesearch on their smartphoneafter having received a Search on Mobile 45%promotion on it ! This goesto 50% for the seniors! Search on computer 29%24% go to the shop… ! Search on tablet 10%SMS is a matter of “all ornothing” ! 36% of Read & Delete 36%smartphone users say theyread it and delete it Go to Shop 24%immediately! It goes to 50%for the seniors.
  12. 12. When smartshoppers go to the stores afterreceiving an SMS, they buy more… Most ladies have bought moreI havent bought 45% than the product/service anything 31% proposed in the sms ! I bought 19%another product On the men’s part, the majority / service 12% Mens as bought the product/service I bought the Ladies proposed in the sms or product / 30% something else. service of the 54% sms and more I bought the It is at the men’s part that product / 6% service of the 4% people buy the less when sms going to the shop.
  13. 13. The majority of smartphone owners have already receivedpromotions on their smartphones. The media that is currentlypreferred by retailers is the SMS.Local promotions and invitations to events are the mostrelevant kind of SMS marketing actions for smartshoppers.When well done, consumers like them and act on it ! The mostcommon actions are to search on mobile and to go to the stores! It is then mandatory for Retailers to foresee a mobileinterface for their website!More than ever when knowing that consumers go to the storesafter having received a mobile promotion buy and buy morethan what they have been invited to!
  14. 14. Smartphone as a tool to searchwhile shopping
  15. 15. Consumers use their smartphone to search formore information when exposed to off-lineadvertisingNewspapers and magazines Percentagehave a high impact on mobilesearch! After viewing an add inthis type of media, shoppers like Posters / billboards in 28%to search for more info on their the streetsmartphones!This behavior is less important for Adds in newspapers 57%the junior (47%), but much more or magasinesfor the seniors (87%).When interviewing the non- Radio adds 11%smartphone owners, weunderstand they are alsointerested in having asmartphone to search for more TV adds 19%info ! A bit less for the writtenpress (45%), but much higher forposters/billboards in the street(28%) and Radio adds
  16. 16. They like to search for products, promotions andplaces Percentage After having being exposed to Social an off-line add, the majority of 5% Networks mobile searches are for products and promotions !Find a shop 29% Game 18% Then, comes the localization Percentage (your shops) and prices. Price 22% Product 86% Promotion 67%
  17. 17. As many shoppers use their smartphone to search, it isvery important to offer them a nice mobile version of theirsite. What will they be looking for ?Your 4 P’s:• Products• Promotions• Places• PricesMobile Marketing is very easy ! It is only a question ofdisplaying nicely your most conventionalinformation !
  18. 18. Geolocation, something in whichyou should invest !
  19. 19. Have you already / would you like to usegeolocation on your smartphone for shopping ? Smartphone owners Non-smartphone owners 19% 40% Yes Yes No No 60% 81%
  20. 20. To search for what type of retailer ? Smartphone owners Non-smartphone owners 72% Bar Bar or 76% 79% restaurant 73% 0%Wellness center 70% 67% 53% Haircutter Restaurant 12% 66% Mens Mens 0% Ladies Ladies Haircutter 27% 81% Grocery shop 22% 13% Grocery shop 64% 36% 29% Tankstation Tankstation 18% 0%
  21. 21. Which tool are shoppers using to geolocalise ? Spontaneously Suggestion remembered remembered Foursquare 41%Foursquare 20% Google + Google + Facebook Facebook 92% Foursquare Places Places Foursquare Google + 49% Google + 98%
  22. 22. Will you use more geolocation in the future ? 9% Yes No 91%
  23. 23. Geolocation is recognised by shoppers asthe tool they all want to use!What does it means to Retailers?1. They should be ready and have a mobile site2. They should also be ready on the social networks: – Google + – Facebook Places – Foursquare
  24. 24. Apps VS Mobile Site
  25. 25. The majority of shoppers having a smartphone do notknow the difference between Apps and Mobile Sites ! Men Ladies 34% Yes 43% Yes No No 57% 66%
  26. 26. But they would rather use the web when shopping!When they need more info Percentagewhile doingshopping, smartphone Apps 18%owners tend to preferusing the web.Their first reflex is to use Search Engines 77%the search engines andthen the websites. Website 46%Apps are only used by 18%of the shoppers.
  27. 27. Why would you use a mobile site while shopping ? When doingTo search for a 47% shopping, smartphone owners shop 62% would rather use a mobile site to search for a promotion and to to search for a 39% promo 66% find a store. To compare Mens The third reason is to find 16%products/servic es 16% Ladies product information. To compare 16% Some also like to compare prices 16% prices, products or services.To find product 35% It is interesting to note that ladies info 45% seems to be using more mobile sites than men!
  28. 28. There is no point in comparing mobile sites andmobile Apps. Sites are most commonly usedby mobile shoppers! Retailers must focus on mobile sites first!What is not in this study, but can be found over the web isthat Apps will be most used when wanting to deepen theconversation with consumers through loyalty programs forinstance.
  29. 29. DURING SHOPPINGHow do Belgian shoppers use theirsmartphones while doing shopping ?
  30. 30. Showrooming
  31. 31. Wikipedia: “Showrooming is the act of examining merchandise in a Brick & Mortar retail store without purchasing itthere, then shopping online to find a lower price for the same item”Thanks to mobile technologies, more and moreshowroomers also use this technique to find anotherstore where to buy the same product but cheaper or asimilar product cheaper.
  32. 32. Have you already used a price comparison toolwhile being in a shop ? Men Ladies 27% 49% Yes Yes 51% No No 63%
  33. 33. Which tool are you using to search for info on aproduct while being in a store ? Percentage Again, the first reflex of shoppers having aBrand App 12% smartphone is to go on Shopping search engines. Based on 18% App our experience, Google is Search used in 98% of the cases ! 77% engine Percentage Generic Then, websites are what 45% website people visit when havingWebsite ofthe brand 40% questions. It can be from the brand, the retailers or aWebsite of the shop 46% generic one!
  34. 34. What kind of information where you looking forwhile being in a store ?The majority of shoppers who Percentageown a smartphone are lookingfor info about the product or In-store promo 13%service they want to buy!From time to time, they also Shop 53%are looking for more info aboutother shops where to buythe product. Product 87%Then comes price andinformation about promotions Service 74%proposed in the stores.This repartition is pretty similar Price 37%on each age and sex slices.
  35. 35. How is the information found on a smartphonecompared to what you get from the salesassistant ? 15-25 yIt is interesting to note that 7%for every selected ageslices, more people think 41% Less goodthat the info found via a As goodsmartphone is better than 52% Betterthe one received from thesales assistant !25-40 y 40 + 3% 20% 39% Less good Less good 47% As good As good 58% Better 33% Better
  36. 36. If this service was more adapted tosmartphones, would you use it mostly ? 9% Yes No 91%
  37. 37. Showrooming is an activity that will bemore and more done by customers !And Retailers should not be afraid ofthat, according to a study made byDeloitte*, showrooming will have much moreimpact on in-store sales than on e-commercesales !It is just a matter of being ready for it andproviding the relevant information for thecustomers !*
  38. 38. QR codes
  39. 39. Have you already scanned a QR code ? Men Ladies Yes 49% Yes 49% 51% No 63% No 39% of non-smartphone owners know what is a QR code !
  40. 40. To see what type of information ? There are many reasons why 38% A shop shoppers scan QR codes. 51% The majority is to see more 85% A product details about a product or 97% service ! 69% A service 88%An invitation to 15% Then, it is to see adds andSocial Networks 9% Men promotions. Shops arrive in Ladies the 5th position with 38% of 37% A promotion men and 51% of ladies. 32% 48% An online Add 50%
  41. 41. What do smartphone owners after havingscanned a QR code while in a store ?In the majority of thecases, smartphone owners 78% Buy a producthave bought after the 92%scanning of a QR code! 6%But every scanning doesn’t Ask an advice to the seller 14%lead to a purchase ! In manycases, the shopper leavethe shop without buying. 69% Left the shop without buying 53%
  42. 42. Would you use mobile scanning more if retailerswere proposing more possibilities for it ? 15-25 yYounger groups seems to 8%have more interest for QRcodes. Nevertheless, in all Yesthe age groups, a vast Nomajority of smartphone 92%owners would love toscan more !25-40 y 40 + 14% 0 21% Yes Yes No No 86% 79%
  43. 43. QR codes are more and more used by consumers.And even if many marketeers will say “it is not working”or “the results are not good”, it is probably becausethey haven’t done it themselves of because they didit on a wrong way !Want to know how to create a nice QR codecampaign? Read this:
  44. 44. Social shopping
  45. 45. When doing shopping, is friends and familyadvice important ? Smartphone owners Non-smartphone owners 10% 13% 11% Very 22% Very important important Important Important 27% Moderately Moderately important 52% important Unimportant 65%
  46. 46. Have you already shared on the social mediawhile doing your shopping ? 15-25 yIt is not a surprise to learnthat the youngest sharemore than the oldest ! The 37% Yessurprise is to have almost No20% of peoples aged 40 63%and more using socialmedia sharing whileshopping !25-40 y 40 + 0 19% 36% Yes Yes No No 64% 81%
  47. 47. Through which networks are you sharing the datawhile doing shopping ? Facebook is the first media 25% used while doing shopping! Pinterest 31% Then comes Foursquare and, in Belgium, Pinterest is 93% before Twitter! Facebook 88% Another surprise come with 48% the fact that men share moreFoursquare Men 59% Ladies on Facebook and Ladies on Foursquare ! 33% Twitter 19%
  48. 48. About what are smartphone-owner shopperssharing ?When doing Percentageshopping, smartphone About an event happening in the 44%owners share on the social storemedia a wide variety oftopics.: Aout a product 55%promos, products, events, the shop… About a promo 50% About a totally other 61%External stuffs also topicinfluence the social media About the shop itself 55%sharing during shopping!
  49. 49. Will you communicate more often about yourshopping on social media in the future ? 15-25 yIn the future, this practicewill become bigger andbigger! Retailers should be 37% Yesready for it ! 73% No25-40 y 40 + 0 0 36% Yes 47% Yes No 53% No 64%
  50. 50. Social media sharing become more and moreimportant in the life of consumers. They like to sharewhat they do.When you know that a consumer is 4 times more likelyto buy a product from a brand/store whose Facebookpage is liked by a friend, there is no reason why not toinvest in it!On your mobile sites and Apps, you should promotesocial media sharing !
  51. 51. Mobile Loyalty
  52. 52. Have you already used a mobile loyalty card ? Percentage A mobile loyalty card is a loyalty card stored on the customers smartphone. 21% Offering this type of service seems to be very interesting Yes for consumers. But at the No moment it doesn’t seems to be 79% well used!
  53. 53. Would you like to use a mobile loyalty card inthe future ? Smartphone owners Non-smartphone owners 10% 35% Yes Yes No No 65% 90%
  54. 54. While it is not yet used by smartphone owners, there isa strong interest in such programs: the mobilization ofloyalty cards.Many initiatives already exist in this area. A newexample is the passbook proposed by Apple: all theloyalty cards may be stored in the iPhone (more infohere).But the main problem we see in the market is the factthat the majority of Retailers are not able to read thescreens of the smartphone with their current barcodereaders !
  55. 55. POST-SHOPPINGHow do Belgian shoppers use theirsmartphones after they went shopping ?
  56. 56. After shopping
  57. 57. Have you already searched for information about aproduct you purchased in a shop with your mobile? Percentage On which support ? Shopping 10% App 19% Yes Desktop site 66% On which No support ? 81% Mobile site 26% 0% 50% 100%
  58. 58. Have you already used your smartphone tocheck, after a purchase, if you made a good deal ? Percentage While looking for more info about the product is not really an activity that has some success, quite some people check if they really made a good deal! 44% Yes No 56% Almost 50% of smartphone users report they have used their smartphone to check this!
  59. 59. Have you used / would you like to use yoursmartphone to redeem cash-back coupons ? Smartphone owners Non-smartphone owners 31% 45% Yes Yes No No 55% 69%
  60. 60. Smartphones are not yet used as an extensive tool forpost-purchase reasons. We see some potential in thecash-back part.And it is interesting to note that non-smartphoneowners would be the most interested target !
  61. 61. Conclusions : it is time to act !
  62. 62. From this study, Retailers should retain that more thanhalf of their shoppers may have a smartphone intheir pocket while shopping ! They are interested ingetting more in touch with the retailers thanks to theirsmartphone.What do they expect? The expectations are quitesimple: get info about the 4 P’s(Products, Promotions, Places and Prices) and beingable to share the word via the social networks.
  63. 63. Is there an opportunity to tackle?Yes ! When you know that only 7% of the retailershave a mobile website*, there is some space for thefirst who will act !Another opportunity is available in the mobile loyaltycard… But some investments are necessary in thebarcode readers.
  64. 64. More info ?• Contact:• Blog:• Audit tools: – Test your site: