Although physical retail stores are still an important part of the consumer experience, the majority of shoppers prefer to check out product reviews using their mobile devices whilst shopping in-store.
That’s according to a new survey by RetailMeNot, which asked US shoppers for their opinions and habits when shopping in-store.
The survey found that 85% of Americans still shop in non-grocery physical retail stores during a normal week, visiting up to three stores. Millennials and Gen Z shoppers tend to visit four to five stores in a typical week.
However, 53% say they prefer to use their mobile phones to find deals and product offers than discuss store promotions with an in-store assistant.
The findings provide an opportunity for retailers to boost their mobile strategy including personalised mobile or app offers for shoppers who enter their stores.
“The mobile device is the number one in-store shopping companion, which is a marketing opportunity for retailers to drive in-store footfall, incentivise sales and understand online-to-offline behaviour,” said Marissa Tarleton, CEO, RetailMeNot, Inc. “Mobile browsing and research are standard for most shoppers, and a substantial number of consumers are comfortable converting on either that same smartphone device or in a physical store, based on what is convenient to their needs at the time of their journey.”
49% of respondents said they had an app that provided deals and discounts for various retailers, whilst 65% also like to receive mobile coupons to redeem in-store.
Another 69% said they would visit physical stores more often if they received personalised offers on their mobile devices.
The data also highlights that 39% of shoppers tend to begin their shopping journey on a smartphone compared to 14% on desktops.
Roughly a third (30%) of Americans are more likely to complete a purchase in-store than on their smartphone when spotting a deal.