Sunday, 06 September 2015 20:45

Online, mobile shopping gaining greater acceptance

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Shoppers are very interested in using WiFi and location-based in store services like mobile coupons, shopping maps and associate assistance, according to a newly published global study showing greater acceptance of online shopping.

According to the global study by Zebra Technologies, 51% of shoppers are very interested in using mobile coupons, 45% show an interest in shopping maps and just 41% in associate assistance.

And, more than three-quarters (76%) of shoppers surveyed globally, including in Australia, feel positive about shopping in stores and nearly half think that technology solutions are helping retailers enable and improve their shopping experience.

Zebra’s Nick D’Alessio, Global Retail Solutions Development, says the findings support Zebra’s One Store, One Experience campaign, focusing on brand experience, delivery and fulfilment, loyalty, big data and store mobility to transform the connected customer experience.

According to D’Alessio, with higher customer expectations, retailers acknowledge that the role of technology has never been greater.

“As online and mobile shopping become more prevalent and accepted worldwide, the importance of the customer experience remains high - as noted by the majority of respondents who would buy more merchandise from retailers they believe provide better customer service.

“Mobile technology helps provide real-time visibility of product availability, flexible delivery and payment options - freeing retailers to focus on the shopper experience and delivering personalised service to customers.”

The study also identified that more than one-third of shoppers (34%) believe they are better connected to real-time information than in-store associates.
In addition, 64% of shoppers said they would be willing to purchase more merchandise if they received better customer service and over one-half (52% ) value retailers who use technology to make the shopping experience more efficient.

Other findings by Zebra include:

•    52% percent of shoppers “show-roomed” or looked at items in-store but purchased them online

•    More than three in 10 shoppers would prefer to go to a retail store to pick up items purchased via online or mobile channels

•    Retailers can recover 66% of out-of-stock incidents by offering shoppers an immediate discount

•    Nearly eight in 10 respondents are willing to share some level of information with retailers. But, retailers rank low on the list of institutions that shoppers trust with personal data as only 5% reported they completely trusted retailers

•    64% percent of shoppers value retailers who give the flexibility to control how personal information is used to tailor experiences.

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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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