3 Ways Retailers Can Improve In-Store Conversions Through Mobile Merchandising
More brick-and-mortar retailers today are worried about retention of customers that display increasingly digital and mobile-influenced behavior. Take a step back and watch consumers while shopping in a mall, supermarket or as they walk past stores. You'll observe people with their eyes connected to their smartphones, snapping photos, using apps, pulling up reviews, running searches, messaging their friends or calling someone to get their opinion on what to purchase.
According to Nielsen, "52 percent of adult mobile phone owners use their devices while in a store to get help with purchasing decisions." ComScore also highlights another habit observed in retail: "one in five smartphone users scan product barcodes, and nearly one in eight compare prices on their phone while in a store."
For retailers, the mobile-wielding millennial shopper can be viewed with worry and despair, or as an opportunity to improve in-store engagement and conversions through mobile merchandising. Activating a mobile merchandising strategy to connect with smartphone-equipped shoppers can actually encourage them to interact within your retail environment via their smartphones. Enabling mobile consumers is a lot more productive in driving in-store conversions than ignoring this shift in consumer behavior.
Here are three insights for retailers to improve in-store conversions using mobile merchandising:
1. Create an interactive mobile environment in-store. QR codes, NFC and 2-D barcodes all help to create a mobile in-store environment. There's also Apple's iBeacon technology that triggers push notifications through an app as shoppers come into range of Bluetooth beacons placed in various sections of the store. Let shoppers know your store is mobile ready — free Wi-Fi access goes a long way in creating a mobile merchandising environment. Most importantly, communicate to shoppers that it's a mobile-activated store through messaging and your staff. Make consumers aware of incentives for interacting with products, labels and signs strategically placed within the store.