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I am delighted to release the results of a new global study on the impact of smartphones on shopper behavior in retail stores — “Showrooming and the Rise of the Mobile-Assisted Shopper." — sponsored by Columbia Business School's Center on Global Brand Leadership and loyalty firm Aimia. (Findings reported in BusinessWeek, Time, Inc., The Globe and Mail, Quartz, GigaOm, and IBM Smarter Planet, among many others.) As brick-and mortar stores continue to struggle with the rise of “showrooming” consumers – those visiting a store to see a product, but purchasing it later online – our research reveals concrete steps that retailers can take to entice consumers armed with mobile devices to make purchases inside their store walls. With my co-authors, Matthew Quint and Rick Ferguson, we were able to survey the behaviors and motivations of 3,000 leading-edge consumers in 3 countries, who represent the “omni-channel” future of retail. Our findings contradict many of the common assumptions about the threat of “showrooming”, and reveal five distinct segments of mobile-assisted shoppers. We also identify clear opportunities for retailers to engage and retain these tech-savvy customers. David Rogers -- @David_Rogers Author, “The Network Is Your Customer” Executive director, BRITE conference Faculty director, Digital Marketing Strategy, Executive Education Columbia Business School David.Rogers@columbia.edu www.davidrogers.biz
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Integrated Experiences &the Mobile Shopper: A Research Report
@David_RogersAuthorFaculty Director, Digital Marketing StrategyColumbia Business School
www.davidrogers.biz
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@David_Rogers
Books & Publications
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Some companies worked with
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Mobile computing
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• Surveyed 3,000 shoppers
• US, UK, Canada
• All use mobile devices in-store to aid shopping
• Survey fielded Q4, 2012
Global survey of “mobile-assisted shoppers”
METHODOLOGY
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HOW MANYMOBILE-ASSISTED
SHOPPERS ARE THERE?
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M-SHOPPERS AS % OF ALL CONSUMERS
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WHO ARETHE MOBILE-ASSISTED
SHOPPERS?
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26%<30 YRS OLD
MOSTLY NOT MILLENIALS
“Millenials”
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26%30-39 YRS OLD
6%65+ YRS OLD
20%50-64 YRS OLD
22%40-49 YRS OLD
AGE DISTRIBUTION OF M-SHOPPERS
26%<30 YRS OLD
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WHAT ARE THEYREALLY DOINGIN THE AISLES?
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INFO ANDREVIEWS
CALL/TEXT A FRIEND OR FAMILY MEMBER
PRICE CHECKING
WHAT DO M-SHOPPERS RESEARCH IN-STORE?
Regularly (Top 3) Occasionally Almost Never
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NICHE BEHAVIORS, TOO
HAVE YOU EVER DONE THE FOLLOWING WITH YOUR SMARTPHONE WITHIN A STORE?
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NOT JUST COMPETITOR WEBSITES
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SO, ARE ALL M-SHOPPERS “SHOWROOMING”?
30% 45%25%“On the fence” – may opt to buy in-store despite cheaper online
Yes - require price discounts to deter showrooming
Never – always buy in-store once there
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WHY SHOWROOM VS.NOT
SHOWROOM?
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REASONS FOR SHOWROOMING
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REASONS FOR SHOWROOMING
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REASONS NOT TO SHOWROOM
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REASONS NOT TO SHOWROOM
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5 TYPES OF MOBILE-ASSISTED
SHOPPERS
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“Premeditated about lower prices”
1.7x more likely than other M-shoppers to showroom because of online loyalty rewards
58% will showroom for free shipping
EXPLOITERS – 6.1%
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“Calculating, but persuadable”
1.3x more likely than other M-shoppers to compare prices in-store
45% have scanned a QR or bar code in-store
SAVVYS – 12.6%
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“Don’t plan, but always opt for deals”
76% can be swayed to purchase in-store with a price-matching offer
68% can be swayed to purchase in-store with a reward points offer
PRICE-SENSITIVES – 19.4%
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EXPERIENCE-SEEKERS – 31.7%
“Value the best experience, not just price”
are motivated to purchase in-store by exclusive store events
1.2xmore likely than other M-shoppers to contribute an idea to the store
43%
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TRADITIONALISTS – 30.2%
“Prefer the in-store shopping experience”
100% have not showroomed in the past 12 months
1.8x more likely than other M-shoppers to prefer shopping locally
Showrooming?
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5 STRATEGIESFOR RETAILERS
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1. VARIETY OF DISCOUNTS
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Various offers that excite M-shoppers
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2. CONVENIENCE (Omni-Channel)
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Convenience makes in-store purchase more likely
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3. THE RIGHT INFORMATION
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Information makes in-store purchase more likely
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4. SOCIAL ENGAGEMENT
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M-shoppers will engage with stores in #social
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5. LOYALTY PROGRAMS
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Current & future influence of loyalty programs
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Thank you!
David.Rogers@columbia.edu
Email me to:
• Receive full report
• Hear about future research & events
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