11 January 2010

Consumers are increasingly using their mobile phones for in-store activities including multi-channel comparison shopping, peer feedback, product information and coupons, according to research from Motorola Enterprise Mobility Solutions.

This news signals the increasing importance for retailers to adopt mobile shopper technology strategies to remain competitive.

According to the study, the usage and impact of mobile shopping technologies grew rapidly during the 2009 holiday shopping season. The survey identified that 64 per cent of Gen Y (age 18 to 34) shoppers used their mobile phones for in-store shopping-related activities during the holiday season.

All age groups surveyed expressed an interest in next-generation retail technologies, demonstrating the growing consumer demand for real-time information to make better informed shopping decisions.

“With nearly seven in 10 surveyed holiday shoppers either reporting flat or declining budgets, retailers vying for finite shopper dollars need to provide a seamless customer experience,” said Frank Riso, senior director of retail solutions, Motorola Enterprise Mobility Solutions. “By utilising mobile technologies, consumers have become empowered, better informed and more critical shoppers. Retailers need to establish near-term strategies to provide product information, stock availability, discounts and coupons directly to shoppers to help them to remain competitive.”

Shoppers also sought more coupons and discounts in 2009 with 38 per cent willing to abandon purchases if coupons and discounts were unavailable. Cost-conscious shoppers expected more help from retailers on pricing and bargains as only half were satisfied with the availability of coupons and discounts.
 

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