Mobile continues to blur the line between physical shopping and eCommerce.
Brick-and-mortar retailers are seeing a greater number of customers using mobile phones while shopping in-store. Facebook IQ reports that 45% of trips to the store include a mobile element.
Younger customers are more likely to use their phone to research products and compare prices as they browse the shelves.
Observers expect the 2016 holiday shopping season to bear this out further. Most US shoppers plan to buy at a physical store, even traveling out of their way for a good deal.
They will go online to research and plan an outing in advance, but also use their phones to finalize purchase decisions. Research indicates the top mobile shopping days in the US coincide with historically busy in-store shopping days.
Mobile is Pivotal
The phone is pivotal to providing customers a consistent brand experience. Shoppers expect the online and instore experience to be the same. They want data for a comprehensive view of trends, sales and shipping deals. They continue going to the stores because they want to touch the product.
For retailers, the phone means winning customers to increase sales. The consensus is that retailers should be prepared to meet customer expectation.
They need to improve their location-based online advertising, make better use of adwords and incorporate calls to action (such as a product promotional code or a link to the retailers eCommerce channel) to aid foot traffic.
Managing Inventory for Mobile
Experts also say retailers need to improve their inventory management. They point to “siloed” inventory systems in which inventory management treats eCommerce and in-store activity differently.
A realtime inventory management solution with visibility across all channels allows for flexible customer experience. This includes being able to manage click-and-collect options, store-to-customer fulfillment, and store-to-store shipping when stocks deplete in a particular location.
See how Cin7’s connected inventory management solution can help you win customers’ hearts online and in the store.
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