Location-Based Alerts Are Key To Providing Information, Offers That Consumers Crave
75 percent of shoppers want more from their mobile experience while in-store.
In a sign of consumers’ growing reliance on smartphones as an in-store tool, 75 percent of adults want more product information and crave quick access to mobile research while shopping, according to a Digimarc study.
But while three-quarters of all adult shoppers — and 87 percent of Millennials — seek this additional information, a majority (65 percent) say they are only willing to spend a minute of less researching a product on their smartphone while in a retail store aisle.
“Shoppers who can’t quickly find the information they need to make a purchase decision are likely to put a product right back on the shelf,” said Larry Logan, CMO at Digimarc. “Retailers and brands can increase the chances of completing a sale by delivering instant information to a shopper’s smartphone.”
While this conclusion may seem intuitive — it’s well documented that consumers now rely on their smartphones for in-store research, and also that they’re in a hurry — it can be difficult for retailers to address the need for easily-accessed digital information in a way that captures a shopper’s attention.
Success in this area is all about the winning combination of immediacy and content — which app-based push notifications and location-triggered beacon messages, for example, can provide. These alerts should efficiently provide information that addresses three major consumer concerns, Digimarc finds: Price comparisons (sought by 45 percent of shoppers), product reviews or ratings (43 percent), and special offers or coupons (40 percent).
Stores that can’t provide this information at the right time lose out on sales, Digimarc reports. Put simply, using location technology to reach shoppers during the in-store moment on their most personal device — the smartphone — is key to winning the brick-and-mortar sales battle.
“Smartphones are ubiquitous among consumers because they’ve become an indispensible tool for everyday tasks, including shopping,” Logan said. “The latest generation of shoppers… expect more information and want it to be at their fingertips at all times. But expecting shoppers to type in [complicated] web addresses or do keyword searches while in store is inefficient and can actually lead them to the competition.”