from brick-and-mortar to brick-and-mobile

From Brick-and-Mortar to Brick-and-Mobile

The majority of customers in your store right now are on their smartphones, and they are undoubtedly performing a number of tasks: texting a friend about meeting up for dinner, checking their most recent Facebook messages, and most likely, looking at competitors’ prices for a product they’re about to buy.

In this connected age, customers have unlimited access to shopping possibilities, yet they prefer to purchase in a brick-and-mortar store where they can see, touch and interact with the product in real life.

To savvy shoppers, mobile devices have become tools for a better, seamless shopping (and buying) experience. What are some of the most common ways customers use their smartphones to help them make their purchasing decisions while in store?

Researching Products
Although consumers do most of their research online before they set foot in a store, they still continue to research while at the store, especially if an additional product or accessory has caught their eye. Through mobile devices, shoppers can access product details and customer reviews in real time.

Comparing Prices
Shoppers check prices to make sure they are getting the best deal. Not only are they making sure your in-store and online prices match, but they are looking at your competitors’ prices and coupons too.

Checking Stock
Customers want to see and buy their product now. When they can’t find the product they want at your store, they look to see if it’s in stock somewhere nearby. It could be at your other retail locations, or unfortunately, at your competitors’ stores.

Sharing Finds
Shoppers snap, send and post photos to social media to get their friends’ and peers’ opinions before they buy. They also share their own reviews of products and let their networks know about their retail experience as they shop.

Mobile shoppers share socially
Shoppers snap, send and post photos to social media to get their friends’ and peers’ opinions before they buy.

Retailers must acknowledge that the digital age has put the power in shoppers’ hands. In order to succeed in 2016, retailers should rethink their digital/brick-and-mortar relationship. Retailers need to find ways to combine their digital and physical spaces and eliminate touch-point obstacles to create a seamless experience, strengthen the brand perception and enhance the customer connection. Additionally, retailers can use mobile to their competitive advantage by delivering unique, personalized experiences that influence and streamline shoppers’ path to purchase. When retailers embrace the need for mobile tactics, they can drive customers to the store and keep them engaged once there.

To learn more about using mobile, as well as other tactics to create a superior customer experience. Get the ebook, 16 Tactics for Merchandising Execution in 2016.

What’s the most unique mobile strategy you’ve seen from a retailer so far? Add your comment below.

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