73 % of the 87% of Australians that use a smartphone or tablet use it for shopping according to a recent study by 3radical. Over 50% of those surveyed are using them in store to research products they are looking for or compare prices.
So what does this mean for retailers and brands? The old way of doing things is simply not as impactful as it was in the past. Retailers and brands should be enabling customers to shop “smartphone assisted” by providing free (or sponsored) in store Wi-Fi, make it easy to find product details and pricing, and be aware of competitor pricing. Additionally they should seek to differentiate their store environment via in store experience by educating and activating shoppers in order to close the sale on the initial visit.
Retailers in Australia are beginning to sit up and take note, but they have a long way to go. With Australians subject to exorbitantly inflated prices, especially in technology, clothing and cosmetics, there is a significant advantage to online shopping, and the reality is that retail stores are becoming a “try before you buy ” location. Brick-and-mortar retailers need to continue selling their products, but they must re-evaluate the strategies used to do so. They need to do this in a manner that allows messages to reach target shoppers early – in the store – and with a high level of relevance. For instance product demonstrations or having a product expert in store can build excitement, educate consumers and drive awareness. For these reasons, many retailers and brands rely heavily on in-store activations to influence purchase behaviour.
By Dominic O’Brien, Account Director at Retail Safari
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