Mobile-Centric Merchandising Emerges

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Have you picked up your smartphone to check the availability, deals and prices of products available in your store, yet sold elsewhere? Well, it’s likely that many of your customers have, and even more are expected to in the near future, according to two recent studies.

Here are some stats to help put technology-integrative shopping in perspective for you.

Research from Perception Research Services International, which specializes in shopper research, reveals that:
• 83% of smartphone owners use their devices while shopping
• 36% is the approximate level of smartphone ownership—and happens to be approaching the levels of traditional mobile-phone ownership (53%)
• 49% use smartphones for everyday purchases

Additionally:
• Most smartphone owners use them during the decision-making process; while one-third make actual purchases
• Hispanics and African-Americans are most apt to use their smartphones while shopping
• Consumers who use their phones for purchases tend to be under 35 years old, employed full-time and better educated than the average consumer

A broader perspective shows that one-third of mobile-product owners—meaning tablet owners as well—use their devices for mobile commerce, according to the Consumer Electronics Association's “Mobile Commerce—Reinventing the Way Consumers Shop" study. It projects that each such consumer will spend an average $575 on purchases via their mobile devices in the next 12 months.

Additionally:
• Nine out 10 U.S. consumers own a tablet, smartphone or cell phone
• 37% of mobile-device owners are engaging in some form of mobile commerce—shopping, purchasing online or in-store, using and/or redeeming coupons/gift cards or searching for coupons
• 35% of all online transactions consist of consumers who use their mobile devices

And, couponing is expected to increase over the next year, with about three out of 10 mobile-device owners searching for and and redeeming them.

PRS executive vice president Jonathan Asher effectively sums up these findings: “Retailers should consider how they set their shelves and create merchandising that is smartphone friendly.”

Manyesha Batist

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