More than half of consumers (57%) have used a retailer’s mobile app while in-store, according to a new study of 1,000 consumers – Surviving the Retail Apocalypse – by Yes Marketing. The top reasons they use mobile apps when shopping in-store were:
- To redeem coupons (65%)
- To find coupons (57%)
- To locate items that are on sale (46%)
The findings underline the need for retailers to adopt a multichannel retail experience that drives more mobile users to shop in-store and promotes customer loyalty.
The study also found that only 33% of consumers prefer to make purchases on smartphones. Instead, 49% said they would rather use a tablet or desktop because it’s faster to make purchases or easier to comparison shop.
To survive the retail apocalypse, retailers need to prioritize the mobile experience. Consumers will not hesitate to turn to another brand if it offers a more user-friendly experience. Retailers can bridge the mobile-to-store experience by introducing apps that support the in-store shopping with features like maps of store layouts and access to product ratings.
Jim Sturm, president of Yes Marketing