Smartphones are changing consumer behavior both in and out of stores, and for both big and small companies. Here are five ways brands can connect with real people, in real time.
Consumers are relying more on their mobile devices to communicate, research products and acquire information. Brands are realizing that mobile plays a large role in driving shoppers in-store. But how can brands utilize this shift and use it to their advantage?
As the mobile shopping experience becomes more and more innovative, it may be hard for brands to keep up; however, there is tremendous opportunity for brands in these on-the-go micro-moments. Think With Google has gathered third-party data to identify five ways that brands can engage with consumers in every kind of micro-moment:
- Smartphone shopping has created a new “front door to the store.” Companies are learning that the consumer’s shopping journey begins on their mobile device, but the shoppers that click on a mobile search ad are more likely to end up in that store.
- Consumers are hungrier than ever for local information. Google reports that searches with “near me” have grown 2.4X year-over-year. This means that customers are looking for local, easily accessible stores to shop at.
- Ads that show local inventory drive shoppers into stores. One in four consumers say they avoid stores because they don’t know whether the item they’re looking for is in stock. If brands use mobile sites to display items in stock, they can drive more traffic to their store.
- Smartphones are the new in-store research advisor. Consumers now reach for their phones to find out information on purchases they want to make, rather than search for an in-store assistant. Almost one in four shoppers reported that they’ve changed their mind in line to buy a product, after researching it in store. Providing your customers with scan-able products on mobile apps that can reveal more information about the product, such as reviews and ratings, can be beneficial to you and the consumers.
- Omni-channel shoppers spend more. According to MasterCard, customers who shop both online and off with a specific retailer buy 250% more on average. Omni-channel shoppers are valued more at most stores than single channel shoppers.
It is no secret the mobile is shifting the way consumers shop both in and out of stores. Brands can use the above data to create the best shopping experience for their customers by utilizing both online and in-store elements. It’s essential to connect with consumers in the mobile experience, but it’s even more essential to create satisfying and relevant shopping experiences to keep them coming back.