Motorola recently released some data from a global survey that under covered consumer shopping habits from the 2009 holiday season. According to the data, 51% of consumers who took the survey from across 11 countries have said they use their mobile phones for in-store activities such as comparison shopping and getting peer feedback, product information and coupons, which signals the increasing importance for retailers to adopt mobile shopper technology strategies to remain competitive.
The survey also highlighted that 64% of Gen Y (age 18 to 34) shoppers used their mobile phones for in-store shopping-related activities during the holiday season. Retailers, financial service institutions, advertisers and technology vendors are taking advantage of mobile platforms to attract this increasingly technologically savvy generation of shoppers. In addition, all surveyed age-segments cited interest in next-generation retail technologies, demonstrating the growing consumer demand for real-time information to make better informed shopping decisions. In fact, when in-store associates were equipped with mobile technologies, such as two-way radios and handheld mobile computers, surveyed shoppers reported a better experience due to the use of the devices (59% and 56% respectively).
“With nearly seven in 10 surveyed holiday shoppers either reporting flat or declining budgets, retailers vying for finite shopper dollars need to provide a seamless customer experience,” said Frank Riso, senior director of retail solutions, Motorola Enterprise Mobility Solutions. “By utilizing mobile technologies, consumers have become empowered, better informed and more critical shoppers. Retailers need to establish near-term strategies to provide product information, stock availability, discounts and coupons directly to shoppers to help them to remain competitive.”
With the economic conditions effecting consumer spending more shoppers turned to comparison shopping and looking for ways to stretch their dollar, 39% of survey respondents were willing to abandon purchases if coupons and discounts were unavailable. Cost-conscious shoppers expected more aid from retailers on pricing and bargains as only half reported satisfaction with the availability of coupons and discounts.
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