With foot traffic to bricks-and-mortar retail locations dropping 11.4 percent in November, retailers are increasingly looking for ways to harness mobile to drive convenience and value for those shoppers who are showing up.
By enabling in-store Wi-Fi, push notifications, mobile maps and iBeacons, retailers are trying to make it easier for shoppers to find what they are looking for and to give them a reason to make a purchase. Shoppers are taking notice, with GPShopper reporting that 10 percent of retail application usage for its clients on Black Friday occurred in-store.
“Mobile is playing an undeniable role in the in-store experience this holiday season,” said Maya Mikhailov, executive vice president and co-founder of GPShopper. “Walmart, Target, Best Buy and others have made mobile pivotal to the in-store experience this holiday by: informing consumers of in-store Black Friday offers, giving shoppers in-store maps to help them navigate to their gift purchases or even offering exclusive in-store games to make stores more engaging for all ages.
“Bricks-and mortar retailers are realizing mobile – and specifically mobile apps – is becoming essential to increasing overall shopper conversion and retaining shopper loyalty.”
Fewer store visits
Consumers are making fewer trips to retail stores and, instead, embracing the convenience of shopping wherever they are from their smartphones.
The growth in online shopping had a considerable impact on the results.
Mobile accounted for 52.1 percent of traffic to retail Web sites on Thanksgiving Day, up 22 percent from last year, according to data from IBM Digital Analytics Benchmark. Mobile sales grew at even faster pace, up 25.4 percent compared to last year, accounting for 32.3 percent of online sales.
RetailNext’s data supports the sales opportunity with in-store shoppers, with its data showing that while there are fewer trips to stores, shoppers are spending more when they are there.
Mobile can help retailers save a sale in-store if local inventory runs out by enabling shoppers to scan an item and easily find it online to complete a purchase.