Commentary

45% Want Real-Time Mobile Promotions in Stores

There’s still somewhat of a gap between what mobile shoppers want and what retailers provide.

Many consumers say they want in-store mobile offers and real-time promotions, but most retailers aren’t capable of delivering it, based on a new study.

More than a third (39%) of consumers said they would take advantage of in-store mobile offers and almost half (45%) want real-time mobile promotions while in a store, according to the study by Accenture.

When it comes to retailers, only slightly more than a quarter (28%) of them has the capability to deliver on those consumer desires.

The consumer portion of the Accenture study is based on a survey of 750 U.S. adults and the retail benchmark part comprised the results of 150 questions used to assess multichannel offering across 32 retailers in the U.S., among 189 globally.

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As we see pretty consistently in various studies, this one found the integration of store, online and mobile somewhat lacking.

About a third (32%) of consumers said one of the biggest improvements to their shopping experience would be for retailers to integrate all three shopping channels.

However, only 19% of retailers enable consumers to start shopping on their phone and complete the cycle in a store.

If they had the option, more than a third (36%) of shoppers say they would order out-of-stock items via their phone while in a store, if they could.

One of the largest gaps between what consumers want and what retailers can provide is around pricing.

While most (82%) of consumers expect a retailer’s price to be the same in-store and online, only a third (34%) of retailers had the same pricing in-store and online for more than 80% of the items assessed by Accenture.

This may be one of the reasons many shoppers actively use their phones while they shop in a store.

While the retailer may not provide it, finding the best price on a product is only a tap away.

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