how brick and mortar can leverage the mobile future
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How Brick and Mortar Can Leverage the Mobile Future
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Matthew Quint Director Center on Global Brand Leadership Columbia Business School
@MattQuint
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How many mobile-assisted shoppers are there?
21% 23% 21% 18%
0%
20%
40%
60%
80%
100%
Total US UK CAN
TOTAL
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Who are these mobile-assisted retail shoppers?
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What do they do in the aisles?
Seek prices, information, and advice
Prices
52%
32%
16%
Info & Reviews
50%
34%
16%
Family
39%
41%
19%
Regularly (Top 3)
Occasionally
Almost Never
And for purchases
Store’s website/app
Regularly (Top 3) 22%
Occasionally 24%
Almost Never 54%
Other website/app
22%
27%
51%
What tools?
Other websites
75%
Store’s website
70%
Store’s app
42%
QR code
36%
UPC code
31%
Other app
26%
Not all mobile-assisted shoppers are the same
Exploiters
6.1%
Premeditated about lower prices
Savvys
12.6%
Calculating but persuadable
Price Sensitives
19.4%
Don’t plan, but always opt for deals
Experience Seekers
31.7%
Value the best experience, not just price
Traditionalists
30.2%
“Showrooming?”
Think strategically about mobile-assisted shoppers?
Leverage a variety of discounts
Store matches online price
83%
Store provides overall discount
83%
Receive a
free sample
69%
Enter contest or sweepstakes
46%
Win with convenience
Store offers free delivery
73%
Store provides extended warranty
63%
Pay directly with phone
20%
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Provide the right information
Helpful online consumer reviews
60%
Feedback from someone I know
55%
Additional online information
52%
Engage shoppers’ opinions
Location-based interaction
33%
Social media interaction
31%
Make a product suggestion
33%
Rating/review of my experience
32%
Contribute an idea
29%
Provide good service, trust, & experience
Buy-in store for access to
special events
39%
Didn’t showroom due to store’s
customer service
17%
store’s better return policies
15%
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Design robust loyalty programs
I am more likely to purchase from the store
even if I find equal or lower prices online
48% TOP 2 percentages (Strongly agree / Agree)
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I would be concerned if, in the future,
there are fewer and fewer places to
browse and purchase products within a
brick and mortar store near me.
AGREE
75%
NEUTRAL
18%
DISAGREE
7%
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Stay tuned for an June 2013 release that features more details and insights from the study. Co-authored by: Matthew Quint and David Rogers
Questions?
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Matthew Quint Director Center on Global Brand Leadership Columbia Business School @MattQuint [email protected]