According to a new survey by Deloitte, more shoppers will supplement their 2012 holiday shopping with smartphones than ever before. Although a general increase in smartphone ownership accentuated the increase, the biggest reason for the increase is based in the large number of websites that have incorporated their marketing strategies for a smartphone-based audience.
The figures are in!
- 58 percent of customers use their smart phones to compare prices with other stores once inside.
- 62 percent of people who own smartphones use their Bluetooth technology to locate the nearest store or the store with the best prices.
- Half of smartphone owners use the internet to check product information
- 42 percent check the availability of products
- 45 percent shop online
Online Sales As Back Up
The trends in smartphone use extend far beyond the figures listed above. Target, for example, has fastened QR codes to the shelves. This means that when an item sells out, customers brandishing smartphones need only point and tap, and the ecommerce software will take them to a secure site where they can order the item online. Panicking shoppers will find relief when they realize the promised remote-controlled car or videogame has been shopped to in-store extinction.
The food industry has also made moves to cash in on smartphone users. Social dining is in. Sites such as The Connected Table and Screened Dining allow users to decide between the rowdy, full house burger spot with the big line or the vacant sandwich shop that plays all the new techno songs, depending on their social mood, and whether or not they have a report to complete. Not to mention some of these apps incorporate ecommerce software and time your orders, so you can walk to the front of the line, flash your smartphone code, and get down to what you came there to do – eat.
Grocery Shopping Online
More food for thought: 49 percent of people who own smartphones use them for grocery shopping. If the place down the street has a better deal on this frozen bag of T.G.I.’s shrimp scampi, then it might be time to dump the cart and shift your go-to grocer. Customer loyalty is a thing of the past. The future: Shot and Stop and grocery store shopping apps.
Marketers, listen up. Smartphones have vaulted onto the shopping industry and their use will only continue to increase as we delve further into the millennium. Put your coupons online, offer deals and discounts to those who sign up to your website, and send e-newsletters with special offers with links to your ecommerce software service. And make sure that your website has been incorporated for those who connect with smartphones. For more ideas on what you can do for marketing strategies, read these fancy bullet points:
- Online retailers often offer better deals on items, but shipping is still a factor. According to the aforementioned survey, 71 percent of shoppers are more likely to buy from a retailer that offers free shipping.
- 56 percent said that they would order from a retailer that offered free returns over one that didn’t, regardless of price.
- Shoppers who navigate multiple channels to research their products before buying usually plug twice as much money into the ecommerce software than they would hand to a cashier at a brick and mortar store.
Pella Guadalajara works as a night-shift analyst for online marketing companies, ecommerce software sites, and a myriad of blogs ranging from deep see exploration to Canadian botanists’’ planting methodology. He lives in Vancouver.