How Brick and Mortar Can Leverage the Mobile Future

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Matthew Quint Director Center on Global Brand Leadership Columbia Business School

@MattQuint

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How many mobile-assisted shoppers are there?

21% 23% 21% 18%

0%

20%

40%

60%

80%

100%

Total US UK CAN

TOTAL

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Who are these mobile-assisted retail shoppers?

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What do they do in the aisles?

Seek prices, information, and advice

Prices

52%

32%

16%

Info & Reviews

50%

34%

16%

Family

39%

41%

19%

Regularly (Top 3)

Occasionally

Almost Never

And for purchases

Store’s website/app

Regularly (Top 3) 22%

Occasionally 24%

Almost Never 54%

Other website/app

22%

27%

51%

What tools?

Other websites

75%

Store’s website

70%

Store’s app

42%

QR code

36%

UPC code

31%

Other app

26%

Not all mobile-assisted shoppers are the same

Exploiters

6.1%

Premeditated about lower prices

Savvys

12.6%

Calculating but persuadable

Price Sensitives

19.4%

Don’t plan, but always opt for deals

Experience Seekers

31.7%

Value the best experience, not just price

Traditionalists

30.2%

“Showrooming?”

Think strategically about mobile-assisted shoppers?

Leverage a variety of discounts

Store matches online price

83%

Store provides overall discount

83%

Receive a

free sample

69%

Enter contest or sweepstakes

46%

Win with convenience

Store offers free delivery

73%

Store provides extended warranty

63%

Pay directly with phone

20%

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Provide the right information

Helpful online consumer reviews

60%

Feedback from someone I know

55%

Additional online information

52%

Engage shoppers’ opinions

Location-based interaction

33%

Social media interaction

31%

Make a product suggestion

33%

Rating/review of my experience

32%

Contribute an idea

29%

Provide good service, trust, & experience

Buy-in store for access to

special events

39%

Didn’t showroom due to store’s

customer service

17%

store’s better return policies

15%

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Design robust loyalty programs

I am more likely to purchase from the store

even if I find equal or lower prices online

48% TOP 2 percentages (Strongly agree / Agree)

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I would be concerned if, in the future,

there are fewer and fewer places to

browse and purchase products within a

brick and mortar store near me.

AGREE

75%

NEUTRAL

18%

DISAGREE

7%

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Stay tuned for an June 2013 release that features more details and insights from the study. Co-authored by: Matthew Quint and David Rogers

Questions?

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Matthew Quint Director Center on Global Brand Leadership Columbia Business School @MattQuint mq2120@columbia.edu