The omnichannel shopper is more than a trend, it’s a phenomenon. With mobile shopping, you’re getting a more informed buyer and hence, a more active buyer. It’s not enough to just have a mobile presence. Shoppers are looking for rich content like reviews, uses, inventory levels and photos and videos to make informed purchase decisions. It turns out, the smart phone may be your best sales associate…and it deserves a pay raise.
Mobile shopping-related searches increased 120% in the last year, a review of Google data shows.1 Retailers are finding that mobile plays a major role in driving shoppers in-store. Shoppers now reach for their smart phones in every kind of micro-moment, from I-want-to-know to I-want-to-buy (and crucially, I-want-to-buy-again) moments. These moments represent a tremendous opportunity for brands.
With mobile, marketers have the unique power to match marketing messages with signals of intent and context. What are they looking for? Where are they right now? What kind of person is shopping? With mobile, marketers know.
Google’s recent research outlines some strong arguments for, and methods of, utilizing smart phone opportunities with your business.
- Omni-channel shoppers spend more. A lot more. MasterCard astonishingly reports that customers that shop both online and in-store buy 250% more than those who utilize a single channel. Macy’s quantifies that the omnichannel shopper is worth 8x more.
- Target learned that mobile search sets the table for in-store visits. Seventy-five percent of their in-store shoppers start the process on their phones and 33% of those people who click on a mobile search ad actually go to the store.
- Consumers want local and relevant information. Google searches with “near me” have grown nearly 2.5 times year-over-year(2) and half of the people that conduct a local search on their mobile phone visit a store within a day. Eighteen percent of those searches convert to purchase(3).
- Local Inventory Ads get shoppers where you want them…in your store. One in four people who avoid stores say it’s because they don’t know if a product is in stock.4 After adopting Local Inventory Ads, which show actual store inventory to online searchers, Sears Hometown and Outlet Stores saw a 122% increase in store visits. Furthermore, Local Inventory Ads created eight dollars of in-store sales for each dollar invested.
- The smart phone is a trusted advisor. Eighty-two percent of shoppers say they consult their phones on purchases they’re about to make in a store5 and one in four shoppers get out of the checkout line after further research on their smartphone.6 Recognizing this, Sephora provides customers with the information they are looking for. They actually encourage their in-store customers to scan products using the Sephora mobile app for research and reviews.
The bottom line is if you’re already an omnichannel retailer, you may want to consider your investment in mobile. If you’re not, it’s probably time to consider this crucial and growing channel. You’re missing out.