When people shop, their smartphone is now their go-to advisor and assistant. For retailers, this means big opportunities to be there and be useful in shoppers’ micro-moments. This introduction to a five-part series reveals the mobile retail trends shaping the industry and why they matter.
If we took a snapshot of the shopping experience a decade ago, it would look something like this: When looking for ideas and inspiration, a shopper would either go online, browse a catalog, or walk the store aisles. When in-store, a shopper would learn more about a product and either head to the cashier or head home to buy online. The point is that a shopper interacted with channels independently. But the rise of mobile has changed this picture. What’s different today is that even though this behavior still happens, shoppers are omni-channel: Six in 10 internet users start shopping on one device but continue or finish on a different one, and 82% of smartphone users say they consult their phones on purchases they’re about to make in a store. They get ideas, look up information, and make decisions, all from their smartphone anytime, anywhere.