Mobile technology has transformed the way that we do everything; from socialising and banking to travelling and shopping. All of these sectors have felt the huge impact of mobile on their business.
Now, in 2015 we are experiencing what is becoming known as the year of ‘the internet of things’, our everyday lives connected, to deliver efficiency and service on demand without the need for human interaction.
As consumers, we now expect, and demand, that information to be available to us at any time of the day or night. From a retail perspective this presents challenges, but also opportunities. More supermarkets and retailers in general will try to take on the appearance of an online shopping mall, to create a common and virtual experience for their customers, replicating the traditional in store experience, to reap the benefits.
In an already overcrowded ‘offline’ supermarket space, websites such as PicknPay and Tesco are successfully bringing the in-store experience to online, with the supermarket sector dominating both in store and online sales channels respectively. Other retailers need be competitive and digitally aware to attract and retain those core consumers who are looking to their connected devices to make their purchases. Most importantly, it must be understood that by employing this approach will not cannibalise in-store sales.
BuzzCity’s latest global report on ‘Online Shopping Routines’, looks at how the role of mobile is changing consumer behavioural habits online and found that 1 in 3 (28%) mobile users are shopping online, with a further 30% growth expected. 1 in 4 browse products online whilst 1 in 10 are also checking prices online. Supermarkets and online retailers need to become more aware of the fact that they are now easily and frequently compared by their consumers, who are increasingly fickle.
The findings also reveal that online food shopping has seen a 100% increase, from 8% regularly shopping online for food and groceries in 2012 to 16% in 2014. These ‘new shoppers’ buy the same products – but only when needed – enjoying the convenience to browse different sites for better offers. Now, 1 in 5 of us shop online on a daily basis. This trend is expected to grow, with fewer people ‘stocking up’ during their weekly or monthly shopping. But the true value of the online shopping experience is best exemplified by the 1 in 4 (27%) shoppers who, despite only browsing products online, would recommend sites to others, proving that a positive experience online can reap rewards for retailers.
Click & collect, reserve in store and next day delivery services that most brands now offer are a prime example of how retailers are fully maximising online as a complement to in-store shopping. This, combined with consumers increasing confidence in online and mobile purchasing, illustrates the blurring of boundaries between online and in- store. Brands that create a positive and welcoming online environment for their customers will succeed as it’s clear that providing a great experience encourages recommendation, loyalty and referral.
The tipping point for many though will be mobile payments, as digital wallets and mobile payments become ever more popular payment options for consumers. As we’re seeing and becoming more aware of how mobile is influencing and changing consumer behaviour and shopping habits, it’s critical that businesses keep up with the latest digital revolution. With mobile usage showing no signs of slowing down, businesses and online retailers must provide compelling online experience.
