Shoppers now reach for their smartphones in every kind of micro-moment.
Shoppers now reach for their smartphones in every kind of micro-moment. AntonioGuillem

5 ways customers connect with mobile

SMARTPHONE shopping has reached remarkable new milestones. Mobile shopping-related searches increased 120% in the last year, a review of Google data shows.

With this growth, retailers are finding that mobile plays a critical role in driving shoppers in-store. Shoppers now reach for their smartphones in every kind of micro-moment, from I-want-to-know to I-want-to-buy (and, crucially, I-want-to-buy-again) moments.

These moments represent a tremendous opportunity for brands. Because with mobile, marketers have the unique power to match marketing messages with signals of intent and context. What are they looking for? Where are they right now? What kind of person is shopping? With mobile, marketers know.

Recent Google search data has given us new insights into how marketers can engage shoppers in these micro-moments.

Smartphone shopping has created a new “front door to the store”.

That’s the phrase the retail giant Target uses after learning that 75% of its customers start their shopping journey on mobile and 30% of customers who click on a mobile search ad take a trip to a Target store.

Consumers are hungrier than ever for local information. Google searches with “near me” have grown 2.4X year-over-year.

In fact, according to research, 50% of consumers who conduct a local search on their smartphone visit a store within a day, and 18% of those searches lead to a purchase.

Ads show local inventory drive shoppers into stores.

One in four people who avoid stores say it’s because they don’t know if a product is in stock.

If you’re an omni-channel retailer, showing shoppers the items you have in stock at nearby stores can be half the battle.

Smartphones are the new in-store research advisor.

About 82% of shoppers say they consult their phones on purchases they’re about to make in a store.

Amazingly, nearly one in four shoppers say they have changed their minds while in a checkout line after looking up details on a smartphone.

Omni-channel shoppers spend more. According to MasterCard, customers who shop both online and off with a specific retailer buy 250% more on average.

Taken together, the numbers say that whether you’re a global brand or a local shop, mobile is changing your shoppers’ behaviour in and out of the store. It’s essential to be there on mobile, yes.

But it’s even more important to create rich and relevant experiences that connect your stores with shoppers in all of their micro-moments – and encourage those shoppers to come back again and again.

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