Consumers using devices in store convert higher

We’re guessing most people coming to a site like ours will be fairly tech savvy, so it wouldn’t be a surprise to read that smartphone users are actively using their devices while shopping. Who hasn’t checked an in-store price against a competitor’s website to try and find the best deal?

What may be surprising, however, is that mobile device users in-store actually convert to sale at a 40% higher rate than shoppers who aren’t using devices in the location.

Research by Deloitte, released in it’s white paper The New Digital Divide – Retailers, shoppers, and the digital influence factor, indicates that ‘digital devices’ influence on in-store shopping behaviour is growing much faster than anyone could have anticipated.’

Stand out stats include the finding that 22% of consumers spend more as a result of using digital, with just over half spending at least 25% more than they had intended. As more than 90% of all retail sales still happen in the physical store, it’s vital that retailers adopt ecommerce strategies that recognise the mobile phone is playing an increasingly vital role in the customer experience.

Our Airspace proximity marketing platform is designed to help retailers reach consumers when they are physically in the store, and a good place to understand how that works is over on the retail pages of the Airspace website. You’ll also find a guide to the benefits of installing a proximity marketing network is available to download here.

The Deloitte report also looked at how devices were being used in-store. Nearly 60% of consumers used their device to look up pricing. Half of the respondents also used their devices to get more product information or check item availability. Interestingly, only 17% preferred to ask a sales assistant for pricing information and only a fifth would look for an assistant to get product information or check availability.

With this in mind, retailers should look towards providing in-store shoppers with multiple digital channels – from apps on the shopper’s own device to kiosks offering product info and online ordering options or making the assistants themselves more digitally accessible, equipping them with tablet devices that can deliver answers to the visitor’s enquiries in seconds.