Mobile Assisted Shopper Behavior infographic

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Infographic: Are you an M-Shopper? Understanding how they use smartphones in the store.

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Mobile Assisted Shopper Behavior infographic

  1. 1. Center on Global Brand Leadership www.gsb.columbia.edu/globalbrands www.aimia.com NOT ALL M-SHOPPERS ARE THE SAME Everyone standing in a store aisle holding a smartphone isn’t using it to “showroom” — i.e. compare product prices to grab the best deal online. Discover the five unique types of mobile-assisted shoppers (M-Shoppers)… Exploiters 6.1% “Premeditated about lower prices” Savvys 12.6% “Calculating, but persuadable” Price-Sensitives 19.4% “Don’t plan, but always opt for deals” Traditionalists 30.2% “Prefer the in-store shopping experience” Experience-Seekers 31.7% “Value the best experience, not just price” will showroom for free shipping have scanned a QR or bar code in-store more likely than other M-Shoppers to contribute an idea to the store Download the full Showrooming and the Rise of the Mobile-Assisted Shopper report — which surveyed 3,000 leading-edge consumers in the US, UK, and Canada — to learn more about these M-Shoppers and the strategies that can keep smartphone-wielding shoppers purchasing products from your store: http://j.mp/Mshoppers more likely than other M-Shoppers to showroom because of online loyalty rewards more likely than other M-Shoppers to compare prices in-store can be swayed to purchase in-store with a price-matching offer can be swayed to purchase in-store with a reward points offer are motivated to purchase in-store by exclusive store events have not showroomed in the past 12 months more likely than other M-Shoppers to prefer shopping locally © 2013. All Rights Reserved. THE NEW M-SHOPPERS: UNDERSTANDING HOW THEY USE SMARTPHONES IN THE STORE $ $ of today’s consumers use mobile devices in stores to assist their shopping experience of M-Shoppers are more likely to buy a product in the store when they find online reviews on their smartphone of M-Shoppers are more likely to purchase products in-store despite equal or cheaper prices online when they are a loyalty program member 21% 48%60% WHO ARE M-SHOPPERS? WHAT ARE THEY SEEKING? DO LOYALTY PROGRAMS MATTER? 58%1.7x 45%1.3x 76% 68% 1.2x43% 100% 1.8x of M-Shoppers are over 29 years of age of M-Shoppers regularly seek online information in stores for products under $50 of M-Shoppers will join loyalty programs to receive special offers on their mobile device 74% 55%36%

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