With the new year well underway, more retail research studies are coming out pointing to the enormous opportunity in mobile commerce.
The good news for merchants is that store sales are projected to increase a bit (4%) this year, according to the national Retail Federation, which shows online sales increasing up to 12%.
And an increasing number of online sales are coming from mobile devices.
Many retailers seem poised to respond with mobile initiatives. More than half of retailers identify mobile efforts as a top priority, according to a recent survey of retailers by Forrester Research for Shop.org.
And with good reason: smartphone revenue more than doubled from the previous year with more than one in five sales coming from a smartphone or tablet, according to the survey.
Mobile shoppers are shopping all the time, as we’ve regularly discussed here (Mobile Shopping Life Cycle), which Nielsen also points out in a recent study suggesting that retailers need to evolve to stay ahead to keep consumers engaged.
That study suggests that retailers need to stand out to attract value-focused shoppers.
One way to accomplish this to create a coherent mobile-shopping experience that leverages mobile connectivity throughout the shopping process.
This includes reaching consumers and providing value as they shop in stores.
The why is somewhat obvious. Consumers expect to spend more time in stores this year and more than one in five plans to spend more in stores, according to a new survey by Accenture.
That same study found that many (40%) see a need for retailers to improve the in-store shopping experience.
Past studies have shown that in-store shoppers prefer using their smartphone for research rather than dealing with sales associates.
This retailers who win will have moved past the why to engage in-store shoppers via mobile and will be well on the road to experimenting with and deploying the how.