Mobility is a top priority for shoppers, but retailers need to catch up to its vast potential*
How SHopperS Are DrivingTHe FuTure oF reTAil MobiliTy
Less than half of shoppers are satisfied with mobile experiences offered by retailers. All industries can improve, but retail is clearly lagging.
So, what should retailers do? Mobile coupons, al-though only offered by a few retailers, are in high demand by shoppers.
Why? There’s a time and a placefor a mobile app, such as when there is a reason for the shopper to come back often. There is also a time for a mobile website, such as when a shopper wants quick and easy information. Retailers need to optimize experiences across both.
91%65% Airline
60% Hotel
52% SpecialtyRetail
45% ConsumableRetail
SHoppeRS WHo ARe inTeReSTed in uSing MobiLe CouponS
65% 28% pRefeR MobiLe CouponS
&
MobiLiTy HAS THe poTenTiAL To geneRATe fuTuRe Revenue gRoWTH And beCoMe A pRiMARy TooL To inTegRATe digiTAL And pHySiCAL SHopping expeRienCeS. buT ReTAiLeRS MuST CLoSe gApS beTWeen SHoppeR expeCTATionS And MobiLe exeCuTion if THey WAnT To Win neW CuSToMeRS.
HoW SATiSfied ARe you WiTH MobiLe offeRingS?
*All data and findings are from the RIS/Cognizant “2014 Shopper Experience Study.”
Shoppers who have mobile devices and are using them to manage their lives. With the amount of screen time shoppers spend on their mobile devices, retailers must shift to a “mobile first” mentality.
Shoppers are increasingly buying online and pick-ing up products in store, but 49% say they experience service failure. Mobile and location-aware alerts will close the communication gap.
SHoppeRS WHo WAnT MobiLe ALeRTS AbouT pRogReSS on THeiR onLine oRdeRS
60% 50% WouLd Like LoCATion-AWARe MeSSAging To infoRM THeM AbouT onLine oRdeR pRogReSS
&
50-50ShopperS’
preference for Mobile App
vS. Mobile WebSite iS An even Split
MobiLe HeLpS deLiveR WHAT SHoppeRS WAnT
Shoppers who use their mobile
devices for research
78%prefer self-service
although 41% are dissatisfied
with self-service options — mobile
can help
63% 59%Say it is very
important that companies
communicate with them through
their preferred channel
54%
Want to be recognized for
their loyalty to a brand —
mobile engagement personalizes recognition
47%Want location-based mobile
offers
36%Want access to
customer service via mobile – an emerging
capability shoppers will
adopt
RIS_Cognizant_Inforgraphic_0914.indd 1 9/23/14 10:00 AM