Mobile devices have changed the consumer shopping journey by enabling research and purchasing at every stage. Consumers now use smartphones to initially research products (67% research in-store then buy online), get information while in transit to stores using location-based ads, check product details and wishlists in-store (84% use phones this way), get personalized recommendations, complete self-checkout using mobile payments, and share purchase experiences online (83% rely on social media reviews). Retailers can enhance engagement through mobile apps that integrate these capabilities and remind customers to review purchases, driving continued interaction.

1. The Mobile Retail Landscape
How Consumers Shop Today

2. How Consumers Shop Today
We are in a mobile era; tablets and
smartphones are essential to the way
we navigate our lives. For retailers,
mobile is the most ideal way to
communicate with consumers
anytime, anywhere.
Mobile has changed how the consumer
decision journey looks. Here is how.

3. The Mobile Multiplier Effect
67% research on a
smartphone, then1 buy in-store.
23% research on a
smartphone, visit a store, then
purchase online.
2
16% research on smartphone, visit
a store, then 3purchase on a
smartphone.
4
9% visit store, then purchase on
smartphone.
(Deloitte 2013)

4. Mobile has changed how a
consumer travels through
the traditional decision
journey - influencing them
at each stage.5
pre-purchase
post-purchase
point of purchase
selection process
in transit
on location

5. Pre-Purchase: Initial Consideration
90% of consumers use
smartphones to
pre-shop. 6
Apps enable consumers
to pull information on their
products at any time.
Brands that are initially
considered are 3x more
7
likely to drive purchasing.

6. In Transit: Mobile Impact
Using geo-aware ad
placements result in a
30% lift in overall
8
engagement rate.
iBeacons push
customized notifications to
nearby consumers based
on information collected
from the app.
Exposed users are 2.7x
more likely to visit the
store. Engaged users are
9
3.7x more likely to visit.

7. On Location: In-Store Evaluation
84%
84% of consumers use
smartphones to help
10
them shop in-store.
Items from the consumer’s
Wishlist can be easily
accessed through the app
while in-store.
Engaging customers
in-store will keep them
there longer, and
reinforce the
purchasing decision.

8. Selection Process: Evaluation
58% of consumers are
comfortable with
retailers collecting their
preferential information
for more personalized
recommendations.11
Apps can make customized
recommendations based
on Wishlists, search habits
and previous transactions.
Recommending related
and complementary
products can boost sales
12
by up to 9%.

9. Point of Purchase: The Experience
52% of customers prefer
self-checkout stations to
avoid waiting in line.13
mPayments in apps allow
customers to check
themselves out without
waiting in line.
41% of customers express
their desire to share positive
experiences with others.
Brands that can deliver a
superior experience will
have an army of customer
ambassadors.14

10. Post-Purchase: Sharing the Experience
83% of people rely on
product reviews from other
shoppers or friends on
social media to help make
purchasing decisions.15
Apps can send push
notifications to remind
customers to review their
purchases and share their
experience, at the same
time re-engaging the
customer back into the
app.
53% of customers will
share their experiences
on social media and
blogs, and leave
comments on various
consumer channels.16

11. Let’s Connect!
Interested in using mobile to enhance your retail experience?
Connect with the experts at Pivotal Labs to learn how to
deliver engaging, interactive content across mobile and web.
Contact info@pivotallabs.com
Visit www.pivotallabs.com

12. Sources
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Lee, Jennifer. (March 27, 2013.) Deloitte. Retail’s changing landscape - Evolving from a multi-channel to an omni-channel customer experience. Retrieved from
http://www.slideshare.net/tpmaca/omnichannel-commerce
Ibid.
Ibid.
Ibid.
Martin, Chuck. (June 11, 2013.) Harvard Business Review. The Mobile Shopping Life Cycle. Retrieved from http://blogs.hbr.org/2013/06/the-mobile-shopping-lifecycle/
Google Insights. How Mobile Is Transforming the Shopping Experience in Stores. (May, 2013.) Retrieved from http://www.google.com/think/researchstudies/mobile-in-store.html
Court, David & Dave Etzinga, Susan Mulder and Ole Jorgen Vetvik. (June, 2009.) McKinsey Quarterly. The consumer decision journey. Retrieved from
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
Verve. State of the Market: Location Powered Mobile Advertising Report. (September, 2013). Retrieved from
http://www.vervemobile.com/pdfs/verve_retail_report_w.pdf
Verve. Verve Place Insights Audience Targeting Platform. Retrieved from http://www.vervemobile.com/pdfs/verve_placeinsights.pdf
Google Insights. How Mobile Is Transforming the Shopping Experience in Stores. (May, 2013.) Retrieved from http://www.google.com/think/researchstudies/mobile-in-store.html
Cisco. Self-Service Shopping Grows in Popularity, According to Cisco Study. (June 5, 2013). Retrieved from
http://newsroom.cisco.com/press-release-content?type=webcontent&articleId=1200551
Subramanian, Radhika. Retail Online Integration. Tips for Using Big Data to Optimize Upsell and Cross-Sell Strategies. (March 8, 2013). Retrieved from
http://www.retailonlineintegration.com/article/big-data-can-grow-your-retail-business-upsell-cross-sell-strategies/2
Cisco. Self-Service Shopping Grows in Popularity, According to Cisco Study. (June 5, 2013.) Retrieved from
http://newsroom.cisco.com/press-release-content?type=webcontent&articleId=1200551
The Wall Street Journal. Verint-Commissioned Research Reveals Superior Customer Service Beats Price in Asia Pacific Markets. (August 27, 2013.) Retrieved
from http://online.wsj.com/article/PR-CO-20130827-904877.html
Cisco. Self-Service Shopping Grows in Popularity, According to Cisco Study. (June 5, 2013.) Retrieved from http://newsroom.cisco.com/press-releasecontent?type=webcontent&articleId=1200551
The Wall Street Journal. Verint-Commissioned Research Reveals Superior Customer Service Beats Price in Asia Pacific Markets. (August 27, 2013.) Retrieved
from http://online.wsj.com/article/PR-CO-20130827-904877.html