How mobile impacts your consumer’s in-store journey

With Black Friday on the horizon, Google has highlighted a dramatic shift and growing trend within the retail industry. Google has partnered with Ipsos MediaCT and Sterling Brands for an in-depth online survey. The study highlights that smart phones are increasingly becoming a huge part of a consumer’s retail in-store experience; retailers have the opportunity to grab their consumer’s attention by transforming their journey into the digital era.

Google show that shoppers are embracing your brand before, during and after a store visit, which highlights the importance of a uniform, consistent approach to you digital presence and consistency in branding.

Google infographicGoogle are focusing on how consumer’s mobiles are impacting their shopping in-store and how brands can use Google’s online channels to enhance customer’s in-stores. Google are highlighting this information so brands begin to tailor their marketing strategy around the impact of smartphones as the new year approaches. Google found that 42% of shoppers search for information online while in-store, (64%) and that most of these shoppers will use search engines whereas the other half will use the retailers own site or app. Smartphones and tablets are accompanying customers into stores and are becoming virtual shopping assistants for your brand.

Google 2The modern consumer expectations are beginning to increase with technology encompassing most consumers’ lives, Google know this and have already began to act on their findings. Google this week have rolled out a new way of shopping on your mobile phone which if you are on Google shopping will enhance their Google shopping journey. You can now on mobile search for a specific product and see more details about where to buy it, which stores have it available and product reviews from customers. You will now also be able to rotate selected products on Google Shopping 360 degrees to see them in more detail.

There are a few steps in which Google recommend retailers take in order to satisfy consumers’ desire for smarter experiences:

Provide location and stock availability information online

Google suggest that customers are more likely to visit your brand if you provide customers with stock availability and store locations. This is made easier by Google with location extensions linking to your Google Ads within your AdWords account. Remember, you can have several locations if you want to.

By having a mobile friendly website or app

Customers will use your website in store and because of this your website should be mobile optimised. As well as that customers will more than likely use a search engine to find your website so you should be using Google AdWords and Google Shopping for mobile to be visible to loyal and potentially loyal customers.

Provide customised shopping experiences

With shopping experiences mattering more every day, customers now prefer brands that offer personalised experiences. Retailers who want to be ahead of competitors will take advantage of how shopping patterns are changing and how customers are becoming savvier online by delivering personalised offers and deals.

We here at Digital Clarity ensure all of our brands are up to date with the digital changes constantly happening. To learn more about the changes to the digital industry, then a member of our team for even more insights.

Grace Bethell
Grace Bethell is a BA (hons) Advertising graduate from Southampton Solent University. She has specialised in Digital Marketing as well as being certified in Direct and Digital Marketing by the Institute of Direct Marketing (IDM). Grace wrote her thesis on Social Media, focusing on how brands engage through visual social media platforms. Grace works within the Inbound Search & Social team at Digital Clarity and manages accounts across a range of multi-disciplined verticals.