Seamless shopper experience is a must.

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.

Related articles

• What makes the Indian shopper different and what retailers ought to do to keep them hooked
• Winners and losers along the digital path to purchase
• Why the high street needs the internet
• Why Shopper Marketing is A Good Idea for Retail Brands.