Smartphones change the way we shop

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Smartphones aren’t just changing the way we live, they’re changing the way we shop too. New data from Forrester says almost a third of consumers are using their phones to locate nearby shops, find specific products, product information and compare prices.
“Smartphones have changed consumer’ shopping behavior significantly,” says Forrester’s Reineke Reitsma, adding that the retail industry should cater to this developing trend  and develop a better mobile presence in order to lead scores more mobile shoppers to the checkout.

The “hard” part of the sell is already done once the consumer walks into the shop, says Reitsma, because they have already decided they want the product. But, she says, if retailers don’t make a greater mobile push towards galvanizing that purchase decision, they’re just not capitalizing on their previous marketing efforts. “It’s like running a race and stopping five feet before the finish line,” she says.
So what should successful retailers be doing? Reitsma reckons that rather than rely on third-party apps which could just as easily lead the consumer next door for that slightly lower price, tech savvy stores should be setting up their own mobile websites and apps to enhance consumers’ in-store experience, build up loyalty and “improve the cross-channel shopping experience.”
We’re not entirely sure we know what cross-channel shopping means, but we certainly know what Chanel is, and we’re off to buy some right now…. because our smart phone tells us there’s a sale on!