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A interactividade através do telemóvel dentro das lojas já é uma realidade e
os consumidores conseguem facilmente obter mais informações sobre os
produtos desejados. Prevê-se que no futuro os consumidores receberão
promoções baseadas no seu histórico de compra e de interesse.
Mobile shopping from in-store is just beginning to achieve its vast potential.
The promise for consumers is an interactive and personalized store experience
like nothing before. Currently, in- store mobile shoppers can easily retrieve
customer product reviews. In the future, they will receive promotions based on
their past purchase history and what they are interested in at the moment.
Retailers will benefit by converting more store visitors into buyers and
improving customer loyalty. Also, mobile shopping will help retailers fend off
price-comparison apps that let in-store shoppers see product prices offered by
competitors.
Most shoppers are not yet accustomed to turning on and logging in to a
retailer’s mobile app when they enter one of its stores. The most common use of
mobile phones in stores is to call or text someone to get product advice.
Retailers, meanwhile, are just starting to launch mobile commerce offerings, let
alone offer capabilities targeted to in-store shoppers.
Generation Y consumers, who think of their mobile phone as an extension of
themselves, will push development of this market by demanding that retailers
offer the interactive experience they expect while shopping in a store.
Key questions this report answers:
How far along is adoption of mobile shopping from in-store?
How will smartphones enhance consumers’ in-store shopping experience?
What capabilities will mobile phones give in-store shoppers?
Which retailers and third-party developers have taken the lead in rolling out
mobile shopping offerings for in-store customers?
FONTE: eMarketer.com |
