Are Cross-Shopping Customers Walking Out Of Your Business? Survey Says

What are consumers doing with their smartphones and tablets when they're out shopping (possibly in your store)? A recent study by Prosper Mobile Insights found the latest trend is "cross-shopping." Some 40 percent of respondents say they have compared prices and then left to purchase an item from another retailer’s physical store (the top use of mobile devices in-store). And 25.6 percent say they have compared prices, then purchased from another retailer’s website via a smartphone or tablet -- while still in the initial store.

The good news is that these weren't the only uses of mobile devices in-store. About 35 percent of shoppers have used their devices to read product reviews to help them make purchasing decisions. Thirty percent have compared prices and then made a purchase from the same retailer. About 29 percent have scanned a QR code to get more information about a product. And 26.7 percent have “checked in” to get a discount.

Why it matters to your business: No matter how loyal you think your retail customers are, in today's economy, consumers want to get the best deal -- and they're using every available tool to get it. If you are concerned about mobile devices stealing business from your store, you need to offer better service, more personalized assistance and other extras to keep customers in-store. Also make sure that your business is visible in local search results and that you encourage your customers to leave ratings and reviews of your business using sites like Yelp, so when consumers do search for information, your store comes up in their results with a positive rating.

Comments

[globalhk]

04:30 AM on 02/11/2012

Technology is improving very fast now. The purchasing behaviour is now following the technology. More convenient and more direct. It is also affecting the whole economy and distribution channel. It is the time to find out the more new products to fit for your own behaviour. http://www.globalhk.net

[bluefalcon06]

07:01 PM on 02/12/2012

Completely off topic.

[mumi009]

06:20 AM on 02/10/2012

Information is enpowering. The consumer now has a real chance to check out product and service claims from independent sources and not believe the hype and pricing of retail outlets and manufacturers.

[DMSmith]

02:21 AM on 02/10/2012

Right now I'm wearing glasses that I bought recently.
I saw some I liked in a local store. I went home and found online all the models and colors available. I found the one I wanted, and the price was the same.
So, I went back to my local store and had them order the ones I had chosen and told them how I'd found them.
I had them within four days and love them - about the same as if I'd ordered online.

[born 2b different]

11:33 AM on 02/13/2012

You forgot to factor in the the fuel cost as well as your time.

[BrandedBusiness]

12:04 PM on 02/07/2012

From a retailers POV this sounds, frankly, kind of terrifying. Amazing how much smart phones have affected the buying market and consumer behavior. Along with what the article said about keeping your mobile relevancy high so that shoppers find you in their search why not offer your customers a mobile app. That way not only do you have a way to keep them engaged via "checking in" with GPS coupons or giving them more information via a QR Scanner in your own app but you are then reserving highly valued space on their smartphone with your icon. Provide relevant information and not only will they use it for discounts but they will go to you first when "shopping around."

-Allison
Branded Business Apps