With brick-and-mortar-retail stores continuing to struggle with the rise of "showrooming" consumers those visiting a store to see a product but then purchasing it later online, research from According to a release, the report, Showrooming and the Rise of the Mobile-Assisted Shopper identifies five distinct segments of mobile-assisted shoppers and uncovers clear opportunities for retailers to engage and retain these tech-savvy customers.
"Retailers know that they are operating in a new world, where the shopper in your store with a smartphone has access to every competing outlet and offer," said
"Retailers don't have to resort to automatic price-matching," states
Some of the key takeaways of the report 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.
The researchers looked at the attitudes, shopping patterns, and motivations of 3000 leading-edge consumers in the US,
Luring Back the Five Segments of Mobile-Assisted Shoppers The research found that there are five distinct types of mobile- assisted shoppers and uncovered clear opportunities for retailers to engage and retain the business of these tech-savvy customers.
-The Exploiters: It would be easy for retailers to write off the Exploiters as a lost cause. But the best opportunity for retailers to win their business may simply be to improve the store's website. When Exploiters see a product on the shelf and pull out their mobile device, they are nearly as likely to search for it on the store's own website as on a competitor's site (69 percent vs. 77 percent).
-The Savvys: Although they currently represent only 13 percent of mobile-assisted shoppers, Savvys are the ripest target for retailers to try out new offers and experiences in the mobile space. They are simultaneously more digitally-savvy, more willing to sign up for loyalty programs, and more likely to be motivated by a range of retailer offers and rewards.
-The Price-Sensitives: Price-Sensitives use their devices in stores periodically, but not as consistently as the other segments. Often, the right in-store experience will be enough to earn the Price-Sensitives' business. Their mobile devices may be with them, but still remain in their pockets and purses.
-The Traditionalists: These shoppers are committed to purchasing in-store, making them the least threatening segment of mobile- assisted shoppers for retailers. They are open to interacting with retail stores on their mobile devices, whether by website, store app, or even scanning a QR code. But, they are currently using their devices mostly to consult on purchases with friends and family.
-The Experience-Seekers: As the largest of all the segments, Experience-Seekers point to the opportunity for retailers to engage customers on their mobile devices in non-financial ways, with opportunities to comment, provide ratings, etc. And they demonstrate why retailers still need to invest in providing a unique and compelling in-store experience.
"Our findings debunk many of the common assumptions about the threat of showrooming and who is doing it," said
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With brick-and-mortar-retail stores continuing to struggle with the rise of "showrooming" consumers those visiting a store to see a product but then purchasing it later online, research from
According to a release, the report, Showrooming and the Rise of the Mobile-Assisted Shopper identifies five distinct segments of mobile-assisted shoppers and uncovers clear opportunities for retailers to engage and retain these tech-savvy customers.