The reason why so many consumers are clinging to this traditional method of shopping, according to Accenture’s 2015 Holiday Shopping Survey, is not that consumers don’t want to migrate to cyber shopping but because retailers aren’t keeping up with their needs of providing a fully functional mobile shopping experience. Only two per cent of respondents indicated that the majority of their holiday shopping would be done through mobile apps and mobile-enabled websites.
“The way Canadians think about shopping for the holidays is changing, and retailers must offer a more enhanced mobile browsing and shopping experience to drive sales at the busiest time of year,” said Robin Sahota, Managing Director, Retail at Accenture.
It is somewhat surprising that retailers in a country with one of the highest smartphone use-rates per capita are not making full use of technology to provide a mobile browsing experience that can encourage more sales. If more mobile apps and mobile-enabled websites are available, 61 per cent of respondents said they would be interested in shopping by using this channel as it would provide the means to monitor incentives such as loyalty points. A further 54 per cent indicated that they would use promotions to shop on their mobile devices while another 49 per cent like to keep a tab on what’s in their cart so they are not surprised at checkout.
So what are consumers really looking for in a retail app? Over 70 per cent of those that responded say they would be persuaded to download a retailer’s app if they can view their loyalty program, locate items easily, access personalized offers and discount coupons.
When asked what factors would prevent them from using a mobile app or website to shop, 38 per cent cited privacy or security concerns, while 28 per cent are frustrated that retail sites are not optimized for mobile browsing. The top rated reasons for shopping with a mobile device are; to stay out of crowed stores (57 per cent), as a means to get a better discount or deal (56 per cent) and 47 per cent of respondents cited convenience.
“This season, consumers are looking for a mobile app that is a holiday shopping companion, rather than simply a way to buy things as they would on a laptop,” said Kelly Askew, Managing Director, Retail Strategy at Accenture. “The better the customer journey is through the seamless integration of their mobile, online and in-store experiences, the greater the opportunity to win them over and make their holiday shopping a positive time for them.”
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