Much of mobile shopping for women appears to involve traveling to a store to shop.
In the no-kidding department of research, a new study found that even though more than half (53%) of women have up to five shopping apps on their smartphones, most (76%) prefer to shop for clothes and shoes in a retail store rather than through an app.
While hardly a surprise, the same study also contains some insights for how marketers and retailers can engage with female shoppers on location.
There are some obvious areas where mobile can’t compete with what women want in stores. For example, the study by ResearchNow looked at the apparel shopping behaviors and preferences of 1,000 smartphone-owning women shoppers and found what they like about in-store shopping:
What they don’t like about in-store shopping:
Mobile interaction can deal with at least the last two of those issues, by automating some interactions and providing real-time inventory information.
Women shoppers also are interactive while in the store, based on the ResearchNow study, which was commissioned by mobile company Swirl.
While in-store, they seek information from the following sources:
The opportunity for retailers and mobile marketers is that women shoppers will act based on incentives. For example, while a third of them love it when reminded of in-store sales by a sales associate, a majority (58%) said they would be “thrilled” if they received a personalized offer on their smartphone while in the store.
The study also found that while 17% of women shoppers would not share their location, most would, based on the following incentives:
In-aisle, mobile engagement in the form of tangible value may rule the day.
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