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

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