Mobile Devices Key to Retail Process

Mobile devices are rapidly becoming more and more important to the in-store shopping experience. Based on new data from GfK, about a third of people are now using mobile devices to conduct in-store research of  products while they are shopping and a surprising 20 percent of those questioned have made a purchase with their mobile device while they were in a retail store.

According to the report, those shopping for consumer electronics and toys are the most likely to use mobile devices while shopping. Additionally data shows that 70 percent of US shoppers are using both online and offline info to make decisions on purchases. 64 percent of those of shoppers choose to go in-store to see and feel the product and 63 percent stated they buy in-store to get the product home sooner.

“The future of shopping is here,” says Kimber Johnson, Managing Director of Vanity Point. “Retailers need accept and embrace their shoppers’ habits and preferences or they will be left behind.”

Mobile Applications and Mobile Web Sites should be part of a unified brand that cuts across all platforms and delivers the information that this new shopper is looking for. Businesses can no longer feel content to sever customers while they are in the store but must cater to them on-line, in the store and everywhere in between.