Through a special arrangement, presented here for discussion is a summary of a current article from MarketingCharts, a Watershed Publishing publication providing up-to-the-minute data and research to marketers.
Three in four consumers who find local information in search results to be helpful report being more likely to visit stores. That's according to a recent Google, Ipsos MediaCT and Sterling Brands survey of 6,000 smartphone users aged 18-54 who have influence in the purchase decision-making process of retail, CPG or tech products and have used the internet to look for shopping-related information.
The survey found that 71 percent of in-store shoppers who use smartphones for online research say their device has become more important to their in-store experience.
When asked how they felt when they did not find the information they were looking for in a store (apparently whether from associates or their smartphones), 43 percent were left frustrated, 41 percent were more like to shop elsewhere, and 22 percent were less likely to buy from the retailer.
So what exactly constitutes "helpful" information?
According to the survey results, a majority of shoppers would find the following to be very or extremely helpful in search results:
- Price of item at a nearby store - 75 percent;
- Item is in stock at nearby store - 74 percent;
- Location of closest store with item in stock - 66 percent;
- Details about local stores (hours, phone number) - 63 percent;
- Map showing which stores carry the item searched for - 59 percent;
- What else is available at the store that carries the items searched for - 57 percent.
Inventory awareness is particularly important given that one in four respondents who avoid stores report doing so because of limited awareness of nearby stores or the risk of items not being available.
The study also indicates it is a myth that once consumers start looking at their mobile devices in-store the retailer has lost their attention. Instead, among the 42 percent of respondents who conduct research online while in-store, 64 percent use search engines (meaning that stores can get their attention through search results) and 46 percent use the retailer's own site or app.
Another way in which stores can offer a "smarter" experience is by providing personalized recommendations and coupons. Indeed, 85 percent of respondents say they would be more likely to shop in stores that offer personalized coupons and exclusive offers provided in stores, and 64 percent would be more likely to shop in stores that offer recommendations for specific products to purchase.