Consumers don’t need any help figuring out how to use mobile for retail purposes. According to a new survey, those shoppers are actively adopting these mobile solutions and using them to become better shoppers -- and to get more out of the in-store experience.
According to DMI, one-third of all U.S. shoppers use three or more mobile shopping apps on their smartphones or tablets. Those consumers also admit to using their devices while shopping in stores.
Those same consumers also see mobile apps as a tool for driving better in-store experiences. A full 80 percent of the population surveyed say they have an improved in-store experience when using apps designed for in-store shoppers, and 88 percent of “mobile reliants” say that in-store mobile influences where they do their shopping.
Despite this heavy interest from consumers, their options for such mobile solutions are limited. On a scale of 240 points, the highest score for such a mobile shopping tool was just 131, underscoring the significant gap between mobile possibilities and their underwhelming reality.
Online Shopping Satisfaction Drops
Perhaps the most encouraging finding from DMI’s survey was the news that online shoppers are increasingly dissatisfied with their experience. Online shopping activity has declined by four percent, and unhappy customers likely account for most of that change: Satisfaction dropped by five percent, per the report.
In-store customers are much more satisfied overall. While shopping frequency remained the same year-over-year, satisfaction has risen by seven percent. Mobile plays a clear role in this embrace, given that 77 percent of U.S. shoppers use their smartphones in stores.
The adoption of mobile technology in-store is also raising the bar for satisfaction, as shoppers are finding more immersive and engaging experiences at these retail destinations. Still, there’s plenty of room for growth: While satisfaction rates are on the rise, they’re far from untouchable.
Retailers shouldn’t let this progress lull them into a false sense of accomplishment: After years of failing to answer to customers’ changing needs and expectations, this progress is long overdue. If brick-and-mortar retailers want to maintain this momentum against online shopping, they’ll need to continue transforming their stores.