Shoppers more likely to act on mobile ads while in-store
Retailers have developed somewhat of an irrational fear of shoppers using tablets and other mobile devices as they browse store shelves. They think that consumers will find a product in-store, look online, find a better price and then purchase the item through the ecommerce site instead of buying it through them.
While the jury is still out on how many people actually do that and whether that's a legitimate threat to their business, a new survey from JiWire does suggest that retailers may be able to leverage tablets to encourage in-store sales. According to the report, approximately 75 percent of on-the-go consumers take action after being served with a location-specific message.
After seeing a location-specific ad, 31 percent will click on the display, 21 percent will search for the nearest location and 21 percent will conduct additional research. Breaking behaviors down further, Android users are more likely to search for nearby locations, Apple device owners tend to conduct additional research and BlackBerry users opt to purchase products immediately.
"It is exciting to see how important location-specific messaging is to consumers today," said David Staas, senior vice president of marketing at JiWire. "As the on-the-go audience demands locally relevant information, brands need to focus on reaching consumers in and around their locations."
The mobile audience tends to skew young – consumers between the ages of 25 and 34 are the most likely to comparison shop in store or make purchases, accounting for 39 percent of the shoppers who partake in these activities. Highlighting the importance of providing them discounts and promotions, 21 percent of these respondents were also likely to search for coupons while in store.
"In a world of constant connectivity, it's no surprise that consumers rely on their mobile devices to make purchases. This recent phenomenon has caused online coupons to take off and become more popular over the years. In fact, 34 percent of consumers have redeemed an online coupon in the past 90 days," the report adds.
It's crucial that retailers engage consumers through the communication channels they are using. For merchants targeting younger consumers, that means smartphones and tablets. However, brands reaching an older audience may want to consider a different approach.
