66% of consumers more likely to shop stores with in-store mobile technology

January 19, 2016 | By Jacqueline Renfrow

According to a new SOTI poll of consumers, 66 percent of shoppers are more likely to purchase at retailers that offer in-store mobile technology, an increase of 52 percent year-over-year. As many as 73 percent of respondents view the availability of in-store mobile technology as a signal of better customer service and loyalty, up 26 percent from the previous year.

Mobile in-store technology is becoming a part of consumers’ entire shopping experiences, from research to point-of-sale, so prevalent that 83 percent of consumers reported an increase of in-store mobile technology experiences.

Half of those surveyed preferred a mobile-forward retailer because of a more personalized experience and 93 percent of respondents would like to see more stores using in-store mobile solutions.

Demand for technology is clearly on the rise and retailers are responding. Almost 40 percent of respondents reported having used a coupon produced by location-aware beacon technology in the past year, an increase of 33 percent from last year. In addition, 85 percent said they would like to see more customized, location-based coupons and promotions while in-store.

Showrooming has also increased as 90 percent of consumers now report using their smartphones to compare in-store prices with online prices. According to the “2015 Eptica Retail Holiday Customer Experience Study,” 23 percent of shoppers who purchased in-store bought from the website of the retailer they were in,

Technology was more popular than staff in 2015, as 59 percent of consumers prefer using an in-store kiosk than speaking with a store employee, a 28 percent increase from 2014. In addition, 41 percent report speaking to sales associates equipped with special-purpose mobile devices.

In addition, seven out of 10 consumer prefer mobile POS instead of traditional checkout, an increase of 20 percent.

“In-store mobile technologies are helping brick-and-mortar businesses better compete with online-only retailers and is enhancing the overall shopping experience for customers,” said Carl Rodrigues, SOTI president and CEO. “It’s clear that consumers are looking for the best deals, want instant gratification with in-store couponing and comparisons, and fully expect assurances that their data is protected. These trends are a boon for enterprise mobility management companies that are charged with unifying all retail endpoints, whether consumer-facing or back-of-the store technologies.”

Walgreens (NASDAQ:WBA), The Home Depot (NYSE:HD) and Sephora recently grabbed the top three spots in the DMI first annual Mobile In-Store Experience Rankings, which assess the quality of the mobile experience provided to consumers in store.

Article Published in FierceRetail