According
to Google, 62% of shoppers used a smartphone in a store (in the US) to help with shopping
research last year, indicating that retailers should aim to inform in-store
purchase decisions with mobile apps or sites that are optimized for mobile.
Google
says that, as far as online goes, video is becoming increasingly powerful in
many categories, as far as discovery.
Mobile,
is another big opportunity, not just because you can drive conversions, but so
many people come to retailers through mobile. The key is not to have a disconnection
between your mobile experience and your desktop web experience as a retailer.
Consumers should get a familiar and seamless experience no matter what screen
they’re on.
Price
has historically been a major driver of purchases online, but having faith in
the experience is becoming really important as well.
And
for good reason – Google found that 13% of shoppers plan to watch online videos
to help with shopping research, and 48% will use tablets to read product
reviews before purchasing.
