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Data for today’s episode is provided by Mercator Advisory Group’s report – Behaviors of Mobile-Enabled Consumers Complicate the Meaning of “Going to the Store.”
When shoppers use their smartphones in store, 1 in 4 buy elsewhere:
In 2017, 66% of shoppers who used their phone in-store bought in-store; in 2019 58% did
26% of shoppers choose to purchase at an online retailer instead
In effect, the consumer is saying, “I’m shopping for an item, but there’s a 1 in 4 chance I buy it from another seller while in your store”
Retailers are adding online shopping with In-Store Pick Up to combat online competition:
In 2018, 47% of consumer tried “buy-online-pick-up-in-store”; in 2019, 53% tried it
The use of mobile increased dramatically for buy-online-pick-up-in-store:
30% of shoppers used their phones to buy online before in-store pickup in 2019; compared to 22% in 2018
When card-not-present makes the customer-not-present, what is the function of a store?
Consumers armed with smartphones first disrupted brick-and-mortar retail by comparison shopping while in-store. Now nearly 1 in 3 U.S. adults who comparison shop in-store end up purchasing elsewhere. Buy-online-pickup-in-store services shorten shoppers’ store visits to fleeting appearances. From electronic price tags to “dark stores,” retailers seek the right store capabilities to retain and serve their mobilized customers.