In many studies, the top reason consumers are using their devices in-store is to comparison shop. This is the first step in “showrooming”. While it would be near impossible to stop customers from “showrooming”, it is not the only reason why consumers engage in mobile activity while shopping. A new report looked at reasons beyond comparison shopping and found takeaways that could help your business retain more in-store sales.
• 46% of 18-34 year olds and 36% of 35-49 year olds said it’s faster to use their mobile device to find product information than ask a store associate
• Just one in five Baby-Boomers said it was easier to get information off their mobile device vs. a store associate
• Baby boomers are four times more likely to increase their spending when assisted by an associate than by consulting self-service technology
• Overall, nearly half of consumers reported that a helpful associate motivates them to spend more in-store
What Does This Mean To You?
Customer service may be one of the keys to minimizing “showrooming”. While it will probably never eliminate it, a great consumer experience will help keep spending in your physical location. In fact, an educated, helpful staff could lead to customers spending more money.
What training does your staff undertake?
Do you have a staff training plan for ongoing learning?
How knowledgeable are they about the products you sell?
Would you consider them a helpful resource for shoppers?
An investment in training will pay off in saved sales. In tomorrow’s post we’ll look at how store associates feel about mobile, technology and its impact on customer satisfaction. For more information on the best ways your business can employ mobile solutions and keep more sales in-store, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Manager