More Than M-Commerce: Mobile Is Part Of 46 Percent Of All Shopping Journeys

Omnichannel shoppers are looking for a better experience across all devices — but especially on mobile, says Facebook Insights.

Over 60 percent of omnichannel shoppers say they anticipate doing more product research on their smartphones in 2016, according to a shopping study commissioned by Facebook Insights (FBIQ), meaning that smartphones are as — or more — important to the physical shopping journey as they are to m-commerce.

This trend is nothing new; this holiday season, more than 90 percent of consumers said they already use their mobile devices in-store, and FBIQ also states that over 45 percent of all shopping journeys contain mobile in some form.

This inclusion of mobile as part of the non-linear shopping journey has caused a huge shift over the past several years — and its up to retailers to make the most of it.

“Omnichannel shoppers are looking for a better experience across all of their devices, but especially on mobile. 70 percent of mobile shoppers say the website/app experience can be improved, and 71 percent feel the transaction experience can be improved,” FBIQ wrote in its blog post. “Brands that want to reach these consumers will focus on eliminating the barriers that stop people from buying on mobile, like by making it easy to enter payment information, offering multiple shipping options and allowing consumers to complete a transaction without downloading an app.”

Below, three key takeaways for marketers hoping to capture consumers’ mobile attention — and dollars — both in and out of stores.

  • Create a seamless experience: 54 percent of omnichannel shoppers say they are more likely to shop with a retailer that makes it easy to buy on several devices. As integrated online/offline shopping becomes the new normal, brands should ensure shoppers’ online experiences are as smooth as their brick-and-mortar experiences and equally as enjoyable.
  • Don’t underestimate the impact of mobile: Viewing the path to purchase through separate channels — mobile versus desktop versus offline — doesn’t reflect the way the world is changing. Brands should enable m-commerce while also realizing that product information or location-triggered in-store tips (the kind that used to come from a store associate) have significant value in the physical shopping experience.
  • Guide consumers from consideration to purchase: Give people what they want, and design for where they are. Brands can use the power of personalization — which consumers crave in the on-demand era — to help people discover the content, products and services most relevant to them.
About The Author
Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.