Retailers need to gear up to handle omnichannel options, according to a new report from e-tailing group Astound Commerce. Its seventh annual 2016 Mobile Research Survey shows that as the number of U.S. smartphone users continues to rise, so does the number of consumers making purchases on their mobile devices.
“More than a quarter of consumers (26 percent) spend more than 20 hours per week on their mobile device researching products, finding stores and/or purchasing products,” reads the report emailed to MAW. “The report reveals that omnichannel capabilities on mobile devices, such as buy online and pickup in store, inventory access across channels, and same day delivery are critical considerations for consumers when making purchase decisions.”
What should retailers do? Streamline those mobile shopping capabilities, according to the survey.
Highlights from the report suggest:
- Consumers Want Cross-Channel Fulfillment Options: Nearly two-thirds of consumers (64 percent) have completed a buy online pickup in store transaction via mobile in the past three months; over 80 percent pick up products the same day while 44 percent do so within 2 hours.
- Inventory Transparency is Important: Six out of 10 consumers have used their mobile phone to check the availability of a product at a local store at least three times a month.
- The Mobile and In-Store Experience is Merging: 83 percent of retailers offer in-store product locators, and 88 percent provide inventory information like in-stock and number of units for products.
“Consumers want access to product information at all times, and value the convenience of viewing in-store inventory from their mobile device for quick decision-making,” said Lauren Freedman, the SVP of Digital Strategy and Chief Merchant at Astound Commerce. “The lines between the online and in-store experience have blurred, so the more retailers invest in using seamlessly integrating commerce channels, the more the customer experience will improve and purchasing will follow suit.”
More from the Mobile Research Survey is available here.