The truth is, success in mobile-based e-commerce continues to be elusive for many businesses.
Aruba, a wireless network provider, acquired by Hewlett-Packard Enterprise (HPE) last year, surveyed more than 500 consumers this month in order to determine the impact of mobile habit on shopping in traditional brick-and-mortar stores.
“Based on the results, it is clear that mobile phones have a powerful role in the in-store shopping experience,” according to a blog posted by Pavel Radda, senior director of corporate communications and marketing intelligence for Aruba.
What Aruba found could serve as guidance for any business seeking to use mobile technology to connect with customers.
Here are six nuggets of mobile wisdom:
- Retail mobile apps are addictive – Some 86 per cent of respondents reported they use a retail mobile app, and 59 per cent use them up to five times a week. One in eight shoppers uses retail mobile apps more than 10 times a week.
- Shoppers not too happy about sales associates – Many shoppers said they find some sales associates tend to either uninformed about products or too pushy to make a sale. In fact, more than half (57 per cent) of respondents said they would rather consult a mobile phone than a sales associate.
- Keep them coming back with loyalty apps – When asked where they would prefer to shop, at a nearby competitor’s store or a similar store where they are a loyalty member, less than nine per cent of respondents said they would go to the competitor’s store. While 20 per cent of shoppers claimed they were indifferent to the option, 72 per cent said they would pick the store where they are a loyalty member.
- Offer in-store mobile navigating – Ditch the static mobile app that merely serves as a mobile version of a catalogue. Consumers want mobile engagement with their retailer. This can be accomplished by offering real-time, location-based information. Aruba found that in-store maps and indoor navigation are a “top incentive” for downloading a retail mobile app. By offering customers real-time, mobile ability to locate a product, stores provide customers a much-needed service.
- In-store incentives = high conversion rates – Aruba found that mobile apps which offer special in-store deals to customers really work. A whopping 78 per cent of shoppers said they are likely to take advantage of in-store offers if it’s presented to them.
- Wi-Fi rules – Once inside the confines of a store, it’s typical for mobile signals to deteriorate or vanish outright. Since we already know that shoppers are hooked to their phones and use them for shopping, it’s only logical for stores to offer easy-access and reliable Wi-Fi service. When asked what they used their mobile phones for the most when inside a store, the number one answer was “connecting to free Wi-Fi.”
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