Retailers must embrace the mobile consumer to boost sales, increase loyalty

 

Feb. 10, 2016

Nearly half of all retail shopping activity involves some sort of mobile and it's more than half when it is millennials doing the shopping.

A new Facebook IQ GfK study of 2,400 omnichannel shoppers reveals today's consumers are expecting a seamless experience when shopping in-person and via a mobile device. Nearly half of millennials expect to buy more on their smartphone than they did in 2015, notes the study.

For retailers the feedback means brands must take action: move faster, be more adaptive and be bolder, states the study.

"Omnichannel shoppers consider the Internet to be an important source of inspiration when it comes to discovering new products and browsing a wider range of brands. These shoppers find that smartphones and tablets offer greater convenience and flexibility for shopping online," states the study. Of those polled 56 percent made a purchase on a mobile device because they were already using it, and 55 percent say they use mobile because they can do it anywhere and at any time.

The report notes 60 percent of omnichannel shoppers will either start purchasing or purchase more on their smartphones in 2016, and 64 percent expect to be doing more mobile device product research.

The use of mobile is also becoming a bigger complement to brick-and-mortar stores as 51 percent researched a product on mobile while in-store.

"There is an opportunity for brands to ease the browsing and buying experience and rekindle the magic of being in-store — on mobile," states the report.

The study presents recommendations for retailers, offline and online, to undertake regarding the increasing use of mobile by consumers.

Create a seamless experience: As integrated online/offline shopping becomes the new normal, brands should ensure shoppers' online experiences are as smooth as their brick-and-mortar experiences and equally as enjoyable.

Don’t underestimate the impact of mobile: Viewing the path to purchase through separate channels — mobile versus desktop versus offline — doesn't reflect the way the world is changing. The rise in m-commerce presents brands with a chance to rewrite the rules of success by adapting to change and building a future-ready business.

Guide consumers from consideration to purchase: Give people what they want, and design for where they are. Brands can use the power of personalization to help people discover the content, products and services most relevant to them.

Build for visual discovery: As we shift to a more visual language on mobile, one that is made up of photos, emojis, stickers and video, brands will have to rethink how they present product details in a visually impactful way that's clear yet small-screen friendly.