Smartphones your in-store shopping companion

 Grant Bertoli, CEO of Marketbuzzz, an innovative tool connecting consumers and brands via smartphones, said the study was conducted to learn what extent shoppers go to use their mobiles while shopping. 

The survey showed that smartphone owners who use their device both before the shopping trip and while inside the store was consistent irrespective of the item they were looking for. Up to 80 per cent used their mobile before or during shopping for home improvement products, 78 per cent for furniture or home furnishings, 77 per cent for health and wellness products, 76 per cent for jewellery and personal care items, 75 per cent for travel, electronics, appliances, 74 per cent for sporting goods and hobbies, 72 per cent for food and beverage, 70 per cent for computers and 69 per cent for books, music, fashion and accessories. 

He also said that 61 per cent of shoppers sought product information on social media, followed by search engines (35 per cent), retailers’ websites (29 per cent) or retailers’ apps (28 per cent) and a different retailer’s site or app (27 per cent). 

So what do shoppers look for on their smartphone while in the store? 

The survey found that 77 per cent of the shoppers research the product, followed by 56 per cent using their phone to compare prices, 47 per cent send pictures of the products they consider buying to their friends, while 47 per cent contact the retailer or brand via social media.  

It appears that while shoppers are taking advantage of the digital age, brands and retailers are not capitalising on the use of smart phones inside the store. Shoppers clearly want information, yet the study revealed that only 19 per cent of the shoppers receive a recommendations from the retailer while in the store, 15 per cent receive offers based on the proximity of the store, while 15 per cent pay with their mobile at the cashier.