A blog series on Shopper Marketing.
By Cyndi Pyburn
One in five or 21% of today’s consumers use mobile devices in stores to assist with their shopping according to a survey of 3,000 consumers in Canada, the US and the UK undertaken in September 2013 by loyalty management firm, Aimia. Interestingly this study identified 5 types of mobile shoppers. A quick summary of the m-shopper universe in CANADA:
- The Exploiters – 4.6%: Strategically practice showrooming (visiting stores to preview products) with the explicit intention of later purchasing online. Skew: females motivated by lower price, free shipping, and loyalty rewards.
- The Savvys – 11.7%: Information-seekers using their smartphones in-store to price compare. Skew: Younger males who are digitally-attuned shoppers utilizing scanning, bar codes or online search for mobile coupons.
- Price Sensitives – 16.2%: Motivated by deals, they inconsistently use mobile devices in-store indicating that they are not yet in habit of using the internet to find lower prices pre-shop or in-store.
- Experience-Seekers – 24.7%: Have participated in showrooming in the past year but it was not planned in advance. Skew: Young adult shoppers owning mobile and tablets with data plans.
- Traditionalists – 42.8%: Do not use mobile devices when making purchase decisions and are therefore more influenced by the in-store experience. Skew: Older females who rely on advice from family & friends.
What does this mean for Canadian retail? With 42.8% Traditionalists (versus 28.3% in US and 19.2% in UK), showrooming has yet to take substantial hold. Higher data plan costs and lower discount opportunities within e-commerce in Canada means slower adoption rates. But we can learn from those ahead of the curve. Bricks & mortar may still reign in Canada, but blindly accepting this scenario in an omni-channel world sparks danger.
As Canadians move along the adoption curve, retailers with exceptional in-store experiences, coupled with great websites, e-commerce capabilities and one-to-one digital offers (that personally connect) will continue to win the ‘retail battlefield’.