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Takeaway: Today’s mobile consumer is savvy and undeterred when seeking the best price and information for their purchase. Instead of getting in their way and potentially losing the sale, these examples and tips will inspire your company to allow the consumer drive their own shopping experience.Make your experience omnichannel
One of the surest ways to lose a sale? The consumer is ready to make a purchase, having physically come all the way to your store, but the product is no longer in stock. They leave, frustrated and empty-handed.
Example: Avoiding this catastrophe, Home Depot’s and Lowes’s online orders are picked up in-store 45% and 60% of the time respectively. The companies have made in-store inventory details available to online consumers who likely want to save time by avoiding massive aisles, crowds, distracting products, and long checkout lines.
Consumers want the experience they want. While leaving purchase destinies in the hands of consumers might make some brands and retailers uncomfortable, rolling with this wish and looking for ways to make the process smoother and more engaging are the only answers.
Example: Some brands and retailers want to stop consumers from price checking the stores’ competitors while in-store. Amazon is seeking a patent for this technology, but likely not with the same motivation. We don't know yet but Amazon may leave since today the etailer dominates the product search traffic done in-store aisles today.
Ways to Implement:
We know consumers use their mobile phones to check product reviews while in-store. Why not make this process easier and build consumer trust while you’re at it?
Example: Eighty-seven (!) of U.S. adults prefer at least three product reviews when shopping. As Forrester found, “46% of online adults trust consumer-written online reviews.” And finally, shoppers who reference both reviews and customer questions are 105% more likely to click ‘buy’ during that visit.
Ways to Implement:
Learn the rest of the common shopper questions.
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