Report Encourages Retailers to Improve In-Aisle Mobile Shopping Experiences

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As U.S. smartphone users approach the 100 million mark, retailers must evolve rapidly to support in-aisle mobile usage according to a new report by the White Horse Digital Futures Group.

As U.S. smartphone users approach the 100 million mark, retailers must evolve rapidly to support in-aisle mobile usage according to a new report by the White Horse Digital Futures Group.

To develop the report, the Digital Futures Group studied the in-store mobile experience from multiple angles. The group conducted observational shop-alongs at retail chains that included Anne Taylor Loft, Best Buy, Sephora and Bed, Bath & Beyond, then conducted a quantitative survey of 390 US-based smartphone users.

The report identifies four distinct phases in the evolution of mobile retail and finds that retailers are operating largely in the first phase, “Independent,” in which mobile is regarded as external to the in-aisle experience. The report uncovers specific ways for retailers to move to the second phase, “Supported,” by providing competitively differentiating mobile support.

The survey finds that mobile shoppers are engaged in a wide variety of in-aisle mobile activity, irrespective of direct retailer support. Price-checking at 72% is the most common activity type, but is by no means dominant. Price comparison is followed closely by searches for product reviews and recommendations at 67%, and seeking a retailer’s store information at 61%.

The survey finds that mobile shoppers are engaged in a wide variety of in-aisle mobile activity, irrespective of direct retailer support. Price-checking at 72% is the most common activity type, but is by no means dominant. Price comparison activity at 72% is followed closely
by searches for product reviews and recommendations at 67%, and seeking a retailer’s store
information at 61.1%—both activities that every retailer should support, just as they do on their desktop mobile site.

A free 12 page preview report is available on the White Horse website. It’s the second in a series of mobile marketing research efforts designed to supply clients with superior customer experiences across every digital brand touchpoint with an emphasis on mobile devices.

About White Horse     
White Horse is a 31-year-old digital marketing agency relentlessly committed to delivering the optimal consumer experience across all digital channels. White Horse services include digital strategy, Web development, digital marketing, technical engineering, social media, mobile, and audio/video production. View the White Horse portfolio.

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Ami Martin
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