Mobile shoppers love deals and brands increasingly are offering more of them. Mobile is also driving loyalty program membership, which is then impacting what shoppers buy. This picture has changed over the last year, based on a new study.
Mobile payments are facing two or three hurdles, any of which could doom any particular model. One of the longest and most significant roadblocks to a massive move to mobile for payments is the actual value proposition. Many consumers are still quite happy with the way they've been paying for their entire lives. Habits are difficult to break.
Thanks to some major brands, mobile payments may become more of a reality. Starbucks just told its employees it is opening a location that will provide only ordering and payments via mobile. And Dunkin' Donuts has just partnered with Waze to create a program for customers to order ahead.
Marketers have forever been looking for better ways to target shoppers. All sorts of location technologies ranging from GPS and Wi-Fi to beacons and specific mobile apps have been tapped over the years. At retail, beacons have been used for the last few years to tell where shoppers go in a store and sometimes message them based on where they are at any given moment.
Retailers get several shots at winning over mobile shoppers. At first, there's the research phase, when a consumer is at home browsing on a tablet or smartphone in the early research phase of their shopping. There's location-based targeting, where consumer interactions can range from simple location monitoring to location-based messaging or marketing.
Digital wallets continue to look for some respect. After kicking around for years, a mere 16% of consumers have ever used a digital wallet, based on a new study. Even worse, consumer awareness and understanding of digital wallets is low, according to the study conducted by Forrester Research for JPMorgan Chase. The study, 'The Intersection of Payments and Commerce in a Digital World,' comprised an online survey of 1,500 U.S. adults who go online at least weekly, and a survey of 800 merchants responsible for their company's payment decisions.
Mobile shopping may get a whole new meaning. Buying from a store was always pretty straightforward before the Net. A person would get up and go shopping. No big deal. The commercial Web of course changed all that, at least from a knowledge standpoint. A consumer could buy online, but they also could research online at home and still get up and go to the store, which is still what most people do from a product purchase standpoint.
Despite the ongoing tradition of buying in stores, consumers put more trust in mobile and online shopping, from a security standpoint. While mobile wallet adoption in the United States has not reached mass scale, almost all consumers using them feel they are at least somewhat secure, based on a new study. The study, conducted by ACI Worldwide, comprised a survey of 6,000 consumers in 20 countries in the Americas, EMEA and the Asia-Pacific region. Almost all the consumers surveyed had one or more type of payment card.
Consumers continue to buy in stores, but that hasn't put a dent in online shopping, both by PC and mobile devices. However, consumers tend to gravitate to the two devices depending on what they're shopping for, according to a new study. It turns out that smartphone purchasing rules for digital products while apparel shopping is done more on desktops.
Mobile payments are growing significantly around the world, but that doesn't mean there is a clear winning payments provider. Much like making purchases on the Web naturally evolved to making purchases via mobile websites, the behavior of paying for things on the Net has been translating to paying for things with a smartphone, minus the websites or apps. The mobile payments entities that are ahead are becoming substantial.