The reality: In-store smartphone moments are actually a good opportunity for brick-and-mortar stores to connect with shoppers and to help them make a decision.
46% of those shoppers say they look at the retailer's own site or app for information. Only 30% look up details from a different retailer’s web site or app.
Myth #3: With so much information available online, shoppers only go to stores to transact.
The reality: Shoppers actually want more, not less, out of their in-store experience. They want informed, customized experiences.
69% of shoppers said they gathered information from physical stores at some point in their shopping cycle. The catch is that 2 out of 3 shoppers said they didn't find all the info they wanted.
What does it all mean? Simply this: smartphones are a friend, not an enemy, to in-store shopping.
There are new opportunities for brands and stores to engage with customers in creative ways before, during, and after the customer’s shopping journey — one that may begin online and end up in-store. Search results, mobile ads, and mobile sites and apps can be magnets that draw consumers into stores and engage them while they're there. Smartphones and online information can also be a powerful way to create customized experiences for the consumer.
We discovered plenty of surprising insights in our study.
See all the details at Think With Google. Plus, check out videos of Macy's, REI, and Sephora marketing execs sharing their approach for linking digital to store
here.
Posted by Bao Lam, Product Marketing Manager, Adwords
1Google/Ipsos MediaCT/Sterling Brands, Digital Impact on In-Store Shopping, October 2014.
