Commentary

Mobile Shoppers & Getting a Better Deal Elsewhere

While most people prefer to shop in stores, it may not take much to get them to leave.

Studies consistently show that the majority of people prefer to make purchases in physical stores.

But the recent 12-country study by Digitas LBi, based on online survey of 1,000 adult Web users per market, also found that many mobile shoppers could be easily persuaded to leave.

After checking their smartphone and seeing that a desired product costs less elsewhere, 19% of consumers leave and almost a third (29%) said they would consider it as well.

An interesting finding in the survey is that it doesn’t necessarily take much to sway a mobile shopper.

Nearly two in three people said a price difference of at least 5% would be all it would take to make them leave the store.

If the price difference increased to 10%, most (88%) consumers would leave.

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Other surveys have also found that it doesn’t necessarily take a large discount to sway a mobile shopper.

And the idea of relatively small discounts influencing sales on any given product may be somewhat universal. The Digitas LBI survey included consumers in Belgium, China, Denmark, France, Germany, Italy, Netherlands, Singapore, Spain, Sweden, U.K. and U.S. consumers.

While consumers have consistently been drawn to sales, before mobile it often happened outside a store, with the objective of getting the shopper to the brick and mortar location.

Mobile changes the equation, giving shoppers real-time, competitive product information much later in the purchase process.

Getting a mobile shopper into a store is now just part of the entire process.

2 comments about "Mobile Shoppers & Getting a Better Deal Elsewhere".
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  1. Ronald Stack from Zavee LLC, April 7, 2014 at 10:54 a.m.

    This only reinforces the importance of using the in-store experience as a launching pad for developing lasting relationships with customers. Service, in-store exclusives (such as how-to or product demos) and other soft benefits will help.

  2. Chuck Martin from Chuck Martin, April 7, 2014 at 11:02 a.m.

    Great point, Ronald, totally agree; leveraging the brick & mortar assets.

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