Posted by Reineke Reitsma on July 9, 2010
Smartphones have changed consumer' shopping behavior significantly. Our Technographics data shows that almost one-third of consumers are using their phones to locate a store nearby to find a specific product, and once they’re in the store, they’re using their phones to look up product information (21%) and to compare prices (14%). The retail industry should cater to this need and develop a mobile presence that guides consumers in their decision-making process and makes the information consumers seek easily accessible to seamlessly move them to the cashier.
Retailers can only benefit at this point because the “hard” part is already done: The consumer already wants the product. But without delivering on this last step toward the purchase decision, retailers aren't capitalizing on their previous marketing efforts that got the consumer interested in their product or their store in the first place-- it’s like running a race and stopping 5 feet before the finish line.
Rather than relying on a third-party app that could easily get the consumer walking next door for the lower price he just found, retailers should develop a mobile Website (and if relevant for their target audience, a mobile app) that will support and enhance consumers’ in-store experience when they’re looking up information and also build up loyalty and improve the cross-channel shopping experience.
Related Forrester Research
Search Forrester's Blogs
Subscribe To Our Email Newsletter
Get Forrester's monthly Consumer Technographics® newsletter delivered to your inbox »
Your Customers Are Powerful
Learn how you can win in
The Age Of The Customer »