According to a Deloitte study in 2015, mobile devices used before or while shopping in-store converted nearly $600 billion in US in-store retail sales in 2013 - 19% of the total sales in brick-and-mortar stores.
Mintel, a leading market intelligence agency, conducted a survey which comprised of 1,600 adult Internet users who own a smartphone and have bought beauty products in the past year.
More consumers using mobile devices during shopping
As consumers increasingly embrace technology during their shopping experiences, almost half (45%) prefer to use mobile devices to search for product information instead of getting assistance from a sales associate. Additionally, 39% stated their interest to use or have used a tablet provided by the store to research for information on the available beauty products.
According to the study, consumers seem very contented with the product information that they can find, and two-third of the respondents deemed it to be more helpful than the product display or sales associate in stores.
Also, more than 36% of the respondents surveyed stated interest in using mobile devices (whether it is provided by the store or their own) to shop for beauty products. In addition, 22% revealed that they prefer to use the smartphone to shop for beauty products.
Looking to mobile devices to cut cost
The sales of beauty products in the United States alone exceeded $45 billion in 2015. It is predicted that the total sales of beauty products will reach $52 billion in the United States in 2020, based on the influence mobile has on beauty products.
One major reason for consumers turning to technology while they shop could be due to the cost saving factors. 58% stated that they redeemed beauty product offers in mobile apps, and nearly half (47%) expressed that they have redeemed coupons on their mobile devices when purchasing beauty products online or in-store.
With majority of the beauty retail purchases planned, 63% replace or replenish the beauty products that they have been using, and 30% buy and try something new. It was also revealed that more than half (52%) of the consumers are likely to make a spontaneous purchase, with 22% citing sale or coupon as a reason. Another 14% cited advertisements as a reason for spontaneous purchases.
Electronics industry is also affected
On the other hand, it seems like the trend of preferring mobile devices to store assistants applies to not only the beauty industry, but the electronics industry too. The Consumer Electronics Association (CEA) reported in 2015 that 60% of mobile shoppers used their devices for assistance while shopping for electronics in-store. Smartphones are also the preferred choice when it comes to looking for detailed information of a product, customer reviews and comparison of prices.
As smartphones become an integral part in our lives, users are turning to their mobile devices while shopping to ensure that they are getting the best deals and products and services available. As a result, businesses need to leverage on the mobile landscape and invest in a mobile presence and marketing in order to be found.
Having the ability to be found by an informed shopper in today’s age and time of mass information is not only desired but expected, as the more informed and comfortable a consumer is, the more willing they are to purchase.
YOOSE is a global audience intelligence platform that aims to connect marketers with their most valuable consumer segments. We have been delivering innovative and powerful mobile campaigns for global brands since 2008. Evolving beyond location based solutions, YOOSE understands how a combination of location and audience profiling is changing the way brands interact with their consumers. We combine cutting edge innovative technology with deep expertise, experience and passion to help global brands and advertisers capture the opportunities of this fast-paced, ever-changing world of location based mobile advertising.
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