Eighty-five percent of Americans still shop regularly in physical retail stores, but they use their mobile phones as a tool to help them make purchasing decisions, according to a survey released by RetailMeNot. On average people visit up to three stores a week, with an increase of up to four stores per week among millennial shoppers and 5.25 among Generation Z.
Sixty-nine percent of in-store shoppers would prefer to check a product review on their phone instead of asking a store associate, and 53% want to use their phone to find deals rather than ask an associate about promotions, the survey found.
Forty-nine percent of Americans have a deals and discounts app on their smartphone, according to the survey, and 65% said that being able to use mobile coupons in-store is important to them. Kelton Global conducted the online survey of 1,040 American adults for the company, which offers coupons and cash back deals for major retailers via web and mobile app.
RetailMeNot’s findings highlight the power of mobile devices for retailers beyond straightforward e-commerce. ”The mobile device is the number one in-store shopping companion, which is a marketing opportunity for retailers to drive in-store footfall, incentivize sales and understand online-to-offline behavior,” RetailMeNot CEO Marissa Tarleton said in a company release.
The report emphasizes consumers’ desires to blend their online and offline shopping activity for convenience and cost efficiency. Sixty-nine percent of RetailMeNot’s respondents said receiving a personalized offer on their phone that they could use in-store would make them more likely to visit a physical retail location.
Beyond a standalone shopping app serving online sales, retailers can also take advantage of opportunities to engage with mobile-savvy customers via personalized offers and facilitating in-store transactions. Another recent report noted that 49% of retailers said they are prioritizing customer in-store mobile experiences.