Research: How Consumers Really Use Devices In Retail

May 13, 2015 by Dave Haynes


So how do shoppers really use digital tools in-store, versus the many assumptions out there?

Here’s some useful new insights via Nielsen, about device-driven consumers:

In-store digital enablement options can bring the ease, convenience and personalization of online into brick-and-mortar stores, says Nielsen in a new report on retail. Incorporating digital strategies into the in-store experience is not just a nice-to-have, these options can increase time in store, engagement levels, basket size and shopper satisfaction.

“At present, shoppers do all of the work putting the pieces together to arrive at their final purchase decision,” said Patrick Dodd, president, global retailer vertical, Nielsen. “In a competitive retail environment, retailers and manufacturers can add value and differentiation by providing digital tools to help consumers take control of their shopping experience while also increasing sales potential. Mobile in particular can tip the scales in favor of increased shopper control, empowering them to shape the shopping experience more than ever before.”

Online or mobile coupons (18%) and mobile shopping lists (15%) are the most cited forms of in-store digital engagement in use today among global respondents, says the report, with about two-thirds willing to use them in the future (65% and 64%, respectively). Downloading a retailer/loyalty program app on a mobile phone to receive information or offers is used by 14% of global respondents, and 63% say they’re willing to use one when it is available. About one-in-10 global respondents say they log in to store Wi-Fi to receive information or offers (12%), use in-store computers to view extended product ranges (11%) or scan QR codes to access more information (11%). Roughly two-thirds, however, are willing to use these options in the future (66%, 68% and 65%), respectively.

Among the online respondents in Nielsen’s survey, those in Asia-Pacific are most likely to use many of these in-store digital enablement options. This region also exceeds the global average for willingness to use in-store options when they become available. Current usage is low in Latin America, but enthusiasm for them is high. More than seven-in-10 Latin American respondents say they’re willing to use in-store digital enablement options in the future. Mobile coupon usage is highest in North America (26%). European respondents are least likely to say they’ll use in-store digital engagement, but more than half (average 55%) say they are willing to try the options in the future.

North America and Europe lag behind Asia and other region in terms of adapting most most technologies.

The closest reference to in-store digital displays in the report would be the bit about in-store computers for product lookup, which I’d at least hope refers to things like touchscreens.

Worth a read to validate or blow up your assumptions about things like apps and digital coupons.

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