Consumers today have grown so accustomed to technology that they prefer browsing through any information they need on the go. Shopping at fingertips for instance, has become the latest mantra of the nation. According to a recent survey titled new Retail Consumer Sentiment Survey published by Merkle Inc., mobile devices are rapidly emerging as one of the most preferred search tools among global shoppers. In order to capitalize on the vast opportunities of virtual world of taping into vast sources of customers, retailers as well have shown increasing keenness to invest on ways that would transform the mobile searches into applications for driving sales. The survey predicted that if both brick and mortar shops and online retailers make buying and selling mobile, along with offering personalized coupons, customers or shoppers are more likely to spend their money on purchases.
According to the observations made by the survey, 67% of the shoppers who belong to under-50 age group said that they wanted retailers to provide a totally mobile purchase path. However, 47 percent of the same age group stated that they would prefer personalized in-store offers for purchases on their mobile phones. For instance, American Eagle has been using Beacon technology off-late to move ahead in its effort to geo-target consumers by providing shoppers exclusive deals on the mobile apps. These apps will also be integrated with chat function to help resolve consumer queries, if any.
Paul Schottmiller, Senior Vice President of Strategy, Merkle in a latest briefing mentioned that, retailers have reached a time when delivering personalization has become rather important and personalization did not entail content alone, but the same should also reflect proper location and time. Consumer expectation is scaling new heights and retailers have more option than ever for capitalizing on technology that will help them to deliver differentiated shopper experience.