According to the results of a new study, 84 percent of millennials are using in-store mobile commerce. This means that despite the fact that they’re shopping in a bricks and mortar store, they’re also using their smartphones.
Retailers shouldn’t feel threatened by mobile commerce, according to Alliance Data, the firm behind the study. If merchants embrace and understand the use of mobile shopping by customers while they are in-store, they may be able to better guide the experience.
Here are three ways that millennials are using mobile commerce:
Checking product information
The survey data showed that one in three (34 percent) of millennials use their mobile devices to check product information.
“When a shopper is using a smartphone for shopping purposes while in-store, it is likely that they are trying to determine whether the store’s price for a certain product is a good one and what their peers think of the purchase,” said Alliance Data senior analyst of strategic insights group, Tom Colven.
Getting friends’ feedback
More than one in five (22 percent) use their smartphones to talk to friends about a product or service they’re considering.
“Any brick-and-mortar retailers that do not embrace mobile at this point and latch on to key moments … risk being left behind by competitors,” said Colven.
Sharing their purchase
The role played by smartphones doesn’t stop with in-store mobile commerce. After a purchases is made, the influence expands. The research showed 16 percent share that they have made the purchase over social media. Shopping experience details and unboxing information is also commonly shared.
(Source: Mobile Commerce Press)