A new study from Cisco takes a good, hard look at consumer shopping behaviors and preferences, revealing that one in five shoppers is now connected in the store via smartphones.
With millions of Americans connected while shopping in brick-and-mortar outlets, the impact on mobile marketing could be extensive. From added emphasis on geotargeting to a more concentrated focus on SMS, marketers have much to consider as they devise marketing strategies for 2014 and beyond.
Jon Stine, director of retail and consumer products of Cisco Consulting, is presenting findings from the study this week at the National Retail Federation show in New York, in addition to sharing recommendations on how retailers can use digital and mobile technology to influence shopping behavior and maximize revenue.
Among the report’s key highlights are:
- 18% of consumers are connected via smart phones or other devices when shopping in-store – a 7% increase over last year’s survey.
- 80% of U.S. consumers use the Internet to guide purchasing decisions and 51% of consumers prefer to use a store app when shopping in store. Shoppers are particularly interested in the following types of apps:
- 34% of consumers are interested in retailers that offer special promotions or discounts if they scan/collect QBR codes throughout a store or network of stores; 35% of consumers are interested in promotions that pop up when shopping online or appear on mobile devices when they enter a store.
- 42% of shoppers were interested in mobile apps that greet them as they enter a store and guide them to products based on their location in store.
Not surprisingly, automated shopping lists are also in vogue today. In fact, 29% of shoppers were interested in retailers online or in-store digital signs offering suggested shopping lists for home improvement projects, recipes, or accessories for outfits.