28September2022

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Impact of the Decision To Leave the EU

Impact of the Decision To Leave the EU

It is now clear that the British people have made the choice to leave the European Union. The countr...


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Smartphones Prove a Significant Influence In-Store

A recent report from Deloitte Consulting LLP on the US m-commerce market claims that retailers are not paying sufficient attention to how smartphones can influence in-store behaviour. 'Mobile blinding' is the term used by retailers to describe the negative impact smart phones is having on sales of last minute purchases in-store. As consumers pass queue times on Facebook & browsing the web, sales of items such as chewing gums and magazines are taking the hit. Top-selling US magazine Cosmopolitan has seen single copy sales drop 19% in the second half of 2012 (Daily Mail).

According to Deloitte, a half of US consumers own smartphones, and over half of those use them for store-related shopping. This can vary per sector depending on the on the level of purchasing involvement – an estimated 50% for electronics and appliances, and 32% for food & beverages. Once consumers start to use smartphones within a category, its usage becomes habitual. Strong store apps can insulate shoppers from outside influences and can significantly boost in-store conversion rates (+21%).

According to the data, smartphones influenced 5% ($159 bn) of all retail store sales in the US during 2012. Deloitte expect this influence to grow by another 20% by 2016, as smartphones play a greater role in planning and executing shopping trips.

Source: BordBia - Smartphones Prove a Significant Influence In-Store