Mobile Shopping While In-Store

November 7, 2016

At Blueport, we focus on the omnichannel opportunity for furniture retailers. To make omnichannel possible, we build responsive websites that shoppers can not only use on their laptop and tablet at home but also on their mobile phone while shopping. In fact, the number of shoppers using their phone while shopping in-store is skyrocketing. Here’s some recent data we found on this trend and ideas for how furniture retailers can capitalize on them.

Furniture shoppers still prefer stores.

Furniture is unique among retail segments because of the value of the store experience. Furniture shoppers continue to prefer shopping and buying furniture in-store. A recent survey of shoppers by A.T. Kearney asked them to rank their preference for stores across five different stages of the shopping process: discovery, trial, purchase, pickup and return.  Not surprisingly, furniture was the retail vertical where shoppers most preferred stores for trial and purchase.

Furniture shoppers shop on mobile phones while in stores.

Even though furniture shoppers prefer stores, it does not mean that they are leaving the digital shopping experience behind. Deloitte surveyed shoppers about their use of mobile phones while shopping for furniture and found a consistently high percentage of furniture shoppers use their phones while shopping. 97% of shoppers under 29 use their phone while shopping in-store and even 69% of shoppers aged 54 and older use their phone in stores.

While shopping, these shoppers are not just on their phones texting or checking social media. The majority of shoppers are using phones to shop, browse for products, and compare prices.

Smart furniture retailers make mobile phones an in-store opportunity.

Mobile can be used as an in-store tool to enable a more dynamic shopping experience for your customers. Even if there is a shopper using a smartphone to assess prices at other local furniture retailers, remember that there is another shopper comparing prices at your competitors’ stores. Retailers with a responsive website and a digital marketing strategy have the opportunity to bring customers into their stores and out of their competitors’ stores by getting in front of them on mobile phones.

Data from Google supports this trend as well. Paid search advertisers with Google are able to measure the number of shoppers who click on an ad and then visit their store based on whether a mobile device enters a store location.  Of the clicks that can be tied to a store visit, Blueport clients see roughly 67% of paid search adclicks coming from within six miles of a store, making it highly likely that these shoppers are clicking on ads while they are out shopping.

Having a responsive website and digital marketing strategy can unlock sales opportunities everywhere, including on your showroom floors. If you are ready to make the leap, Blueport is here to help.