One of the biggest developments in the way we shop has been the advent of mobile technology and the proliferation of the use of handheld devices.
This has had a major impact on the high street and it’s no secret that retailers are working hard to create synergy in their multichannel campaigns.
Time poor, information hungry and adept at multitasking, today’s average shopper relies on their handset for convenience and fast access to the knowledge that they need. Whether comparing products and prices, getting their hands on the latest deals or making a purchase, there’s a strong chance that at some point along their journey they’ll go mobile.
The popularity of using mobile devices for shopping is, in some part, down to the extent of the economic downturn and the impact it’s had on how we live. The dramatic rise in the cost of living, means that families have really suffered financially.
It’s reported that, due to government cuts, the average UK family is now £160 a year worse off, but this is just the tip of the iceberg so it’s no surprise that mums are avid mobile users – bagging the best discounts and most competitive prices online.
One of the main impacts mobile shopping is having on retail marketing is that the line between sales channels is becoming distorted. High street retailers can no longer charge a premium as people can touch products, speak to staff – get all the benefits of the high street – yet buy from a competitor online while still standing in store.
To combat this, retailers must create synergy and offer a true multichannel offering. Pricing should be as competitive online or offer a price match pledge. Also, take advantage of the technology – facilitate the ability to link online on POS material, offering additional information, ‘how-to’ videos or independent reviews.
If you would like advice on how to better engage shoppers addicted to mobile get in touch