The purchase process has been completely transformed in recent years: new shopping channels not only have emerged, but has also changed the way we interact with retailers and the manner in which information is sought before making a decision. In addition, popularizing the mobile has only exacerbate this trend, since now the Internet is always with us.
However, what this meaning exactly the booming smartphone for physical stores? How you are changing the buying habits of consumers? A new article of Think with Google delves into these questions and concludes that the mobile has not only changed the buying process when we are out of the store, but has also changed the way consumers relate with the physical facilities.
Because the first thing to say is that, however much the mCommerce is growing rapidly, shops remain responsible for most sales. However, how to approach the purchase is not the same as a few years ago.
For starters, the smartphone is, today, the main window of a shop. In addition, in the case of the well-known department store chain Target, for example, three out of four buyers begin their journey client on the mobile (an easily extrapolated figure to other retailers) and Internet users that they clicked on your ads online, one-third ends visiting the shop. That is, the mobile multiplies the power of a physical store, can display products and, as a good showcase, encourages the buyer to enter, something that should consider vendors who want to reach a new audience.
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A good test of the relationship between mobile and store is that proximity searches on Google have multiplied by 2.4 in the last year, and what people are basically looking for nearby businesses. In addition, the conversion of these searches is high: of searchers on such shops, 50% just visiting the shop on the same day and 18% ends up buying something.
Mobile, the best advisor purchase
Before, to see if there was a particular product in a store you approached to it, and to have more information about it, you asked any employee. Now, you use the smartphone, both before and scroll to the store when you are inside.
Knowing what products are in a particular store, for example, you can decide a consumer to get close to it – in fact, data from a report by Google and Ipsos show that one in four people avoid going to a store if it is not safe that is a given product- them.
On the other hand, there are very few who do not consult on their mobile products they want to buy at the store, either to compare prices, view reviews or explore its features. This new habit of extensive search, which is becoming more demanding consumers, also can be exploited by brands. An example of this is Sephora, who has driven the mobile habit placing codes on their products that can be scanned by mobile app for extra information.
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Finally, retailers must not lose sight that the buyer Omnichannel is especially valuable for the brand. Since, according Mastercard, buyers who purchase products online and offline purchase up to 250% more than average.
For these reasons, both big brands and local businesses should take advantage of the change that smartphones have involved in buying habits, to create relevant and enjoyable experiences that encourage consumer interaction in their constant micro-moments phones.
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