Savvy Retailers Who Cater to Websites for Mobile Phones Will Be the Big Winners
Recently the stats from eDigitalResearch and IMRG show that retailers and shop owners who can do the counter-intuitive thing will win the hearts and the business of the consumers using websites for mobile phones. These are shoppers who expect low prices as well as good service.
They appreciate the retailer who makes accessing the internet while in their store easy, all the while knowing customers are using that access to search for a better deal. What they really appreciate are some of the concepts brought to our attention by writers over at “Talking Retail“.
As a business owner or manager, you will find valuable information in this article on how to turn the consumers’ quest for the best deal to your advantage. The statistics within will make you aware of opportunities available to you. Concepts you can use while doing your mobile keyword research, your mobile website design, and your mobile SEO or search engine optimization.
Use the statistics you find and make lemonade out of lemons!
Consumers turn to smart phones when out shopping
Almost a quarter (24%) of consumers have used their smart phone to access websites while out shopping, according to the latest eCustomerServiceIndex (eCSI) results from eDigitalResearch and IMRG, as retailers begin to offer free wi-fi to in-store customers.
Emails, retail websites and social media sites are the most popular to visit, with 59%, 50% and 48% of consumers respectively saying that they have all accessed these when out shopping on the high street.
A “staggering” 62% of these people have accessed a mobile retail site while in the store of another retailer, marking both a “threat and an opportunity for high street and multichannel brands”.
Of these, 71% said that they did so to check if they could get a product cheaper elsewhere. Another 14% said that they did so to read customer reviews, whilst just 4% said they were looking at other retailers’ sites for a similar product.
Perhaps more importantly, 40% of these browsers have gone on to make an actual purchase. 65% said that the reason behind the transaction was down to price, whilst another 26% said they did so due to a special or limited offer on specific products at another retailer. Only 7% said that an online only offer was the reason behind their purchase.
Derek Eccleston, research director at eDigitalResearch, explains, “Mobile is increasingly becoming the cement between stores and websites. If retailers want to drive their mobile strategies forward with mobile sites, shopping apps and localized deals, then it is important that they offer customers to ability to connect.
“As John Lewis rolls out free wi-fi across all of its stores, and as Tesco continues to trial the idea, a quarter (25%) of consumers are telling us that they would use their mobiles more while they shop if free wi-fi was more readily available, highlighting the importance for retailers to consider the possibility and the potential an in store internet connection could offer them”.
The results also highlight the growing use of QR codes by retailers to enhance shopping experiences. Over half (55%) have seen a QR code whilst out shopping before, yet just under half (46%) know how to use them. 33% of these have scanned a QR code whilst out shopping before, representing just 15% of all shoppers.
David J Smith, chief marketing and communications officer at IMRG, said: “The results of this research further reinforce our expectation that this could be the first truly mobile Christmas for retailers.
“The development of a multichannel strategy is becoming absolutely crucial for consumer engagement, as demonstrated by consumer willingness to shop around at alternative retailers even within another retailer’s store.”
“QR codes are one to watch as, although only 46% know how to use them, they are increasingly becoming a staple in retail marketing. If they are felt to have serious potential by a large retailer, a campaign centered around scanning them to gain access to savings for example could really increase their perceived value to consumers.”
Source: eDigitalResearch and IMRG
Learn more from “Talking Retail” here about websites for mobile phones.
Turn Consumers’ Quest for the Best Deal into Your Best Customers with Websites for Mobile Phones