The world has gone mobile. Millions of consumers now prefer to buy online. When they do buy in-store, they often use their smart phones to

发现新产品
寻找便宜货
找到商店中感兴趣的区域
使用移动优惠券
与好友分享购买记录
发现社交媒体网站上的新趋势

With the growth of smartphones, mobile commerce and shopping through wireless handheld devices such as cell phones or tablets has the potential to grow even more in the future. Shoppers are demanding more services that are centered on mobile devices. Retailers have the opportunity and challenge of providing customers with services and apps that consumers can use.

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New developments in mobile commerce such as faster mobile payments, social retail and one-click purchases have profoundly changed the way customers shop. Smartphones have actually connected shoppers with brands spending more time looking for the best deals or researching brands. Mobile has become a central part of the shopping and customer experience and physical retailers are increasingly looking to mobile applications to enhance the involvement of shoppers and other measures of performance.

增强现实和移动橱窗购物

Mobile has changed the way people research purchases. Traditionally shoppers did their own product research at home before deciding on a purchase. Smartphones have changed this paradigm with the ability to gather information anywhere they go. Mobile shoppers can shop in places that they have never shopped before. They can research products on the spot and decide on a purchase instantaneously. The rise of Augmented Reality and Virtual Reality on Apps has transformed window shopping.

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There has been an increasing concern in high street stores that mobile would eat into the brick and mortar retail space because shoppers can hunt for bargains by comparing prices on their smartphones while in store. But, some retailers are learning how to adapt and harness developments in mobile technology to pull more customers into traditional stores. In that respect, Mobile and physical experiences can coalesce into one seamless experience. For example one store in the U.K. allows customers to pay for items using their PayPal account.

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Using mobile in the right way could also provide customer loyalty benefits. Shoppers are beginning to favor retailers that allow them to use their mobile devices to shop. Physical retailers can use mobile phones to bring relevant information to customers. Enabling Augmented Reality on mobile devices in store can give consumers additional information. Mobile coupons can drive foot fall by giving customers more enticement to visit physical stores.

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零售商还可以更好地实时衡量其活动的有效性。如果零售商的电子销售点系统显示某天销售情况不佳，零售商可以快速启动活动并向客户发送优惠券，以便客户立即兑换。

零售商有潜力创建专有应用程序来丰富移动购物体验，但他们有机会了解这些专用应用程序与电子邮件和搜索等基本移动技术不同。零售商还利用 Facebook 和 Twitter 等社交媒体平台吸引客户。

所售产品的性质可能会改变购物行为。价格比较、搜索移动优惠券对购物类别来说可能更重要，而对于餐厅而言，评级和评论可能对参与度和销售更重要。

关于移动零售市场研究

Mobile Retail Research provides data, insights and strategies to boost revenue and engagement. We conduct Qualitative, Quantitative and Strategy Research. Qualitative Market Research includes Online Focus Groups, Customer Insights, Mobile Ethnography, and Mobile App Testing. Quantitative Market Research include surveys. Strategy Research includes Competitive Analysis, Market Opportunity, Market Sizing and Channel Intelligence.

移动零售市场研究