Fruitbowlers, who I know love both Technology AND marketing trends, might be interested in some research that's recently been published. It's about how Smartphones are having a major impact in the retail sector. This includes the growing importance of mobile getting people into stores, and the influence it is having on ultimate purchase decision - while the person is actually in the store.
There's quite a lot of stuff circulating the internet about this - particulaly in the wake of data post 2011 xmas shopping season - however, a study from the UK Internet advertising Bureau (IAB) is particually good. It's backed by strong research, and more importantly, makes some good recommendations that could help any retailer.
To cut a long story, I've included their main findings here, but you can also use the link below to see a summary of the research, it’s work checking out, plus a bunch of links to other related stuff.
- Both mobile devices, and online [PC’s], are being used throughout the cycle: so, providing a seamless experience across both platforms now counts as good customer service.
- Half of those following up adverts on smartphones, are sent there by TV. All TV activity should have a mobile call to action.
- Over a third of respondents use their smartphone in store. Retailers should provide easier and better better ways to allow their customers to do this .
- Smartphone users are twice as likely to follow up on a product on mobile compared to in store follow up. Should the mobile strategy be twice as important as in store strategy?
- Tablet owners now spend (on average) 4 1⁄2 hours a week browsing and shopping on the device. Retailers can drive incremental sales by creating a rich environment on tablets to engage shoppers
Find out more on the Nurve blog
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