Portaltech Reply and eDigitalResearch have once again undertaken this important piece of research to understand how the market has changed and what more needs to be done to help retailers better achieve their multichannel vision.
Mobile customers are more likely to shop in store and online than non-smartphone owners.Customers are increasingly turning to online commerce for those item categories which they previously preferred shopping in store.Just 47% of smartphone owners make a weekly in store purchase, compared to 73% in 2010.
MULTICHANNEL HAS EVOLVED, BUT HAS IT REALLY BECOME CROSS-CHANNEL, OR IS IT POSSIBLY PROXIMITY COMMERCE?Proximity commerce definition: The customer has full control of when and where they make their purchasing decision either at home, online or on the go and whom they involve.
New research from eDigitalResearch and Portaltech Reply suggest that one third (32%) of smartphone shoppers are using their mobiles to make a purchase on a weekly basis, a number which has almost doubled in the past 12 months, with an additional 25% of smartphone shoppers now purchasing items every month. Click below to view full research report.
This research makes it clear that in the last twelve months, we’ve yet again seen a substantial change in the way that consumers are shopping and browsing across a range of different channels that they now have at their disposal.