New Study Finds That 76% of Women Prefer In-Store Shopping Over Shopping via Smartphone
For retailers, the opportunity lies in using mobile to enhance the in-store experience
April 18, 2013
While smartphone-connected shoppers are now commonplace in retail stores, women are still much more likely to seek style advice from family or friends who are shopping with them (37%) than from a retailer’s mobile app/site (9%). Even when an item is unavailable in store, only 22 percent of women will use that retailer’s mobile app or site to buy the item. Most shoppers don’t currently have a strong enough reason to engage with retailers on their mobile phones while they shop in-store.
Personalized offers and content hold strong allure for female shoppers. According to the survey, 50 percent would willingly share their phone’s location and other personal information with a retailer in return for an in-store credit, gift, flash sale or early access to new styles. For 47 percent, the price tag for sharing location information is just $5. Women are almost twice as likely to value a personalized offer delivered to their smartphone while shopping in a store (58%), than being reminded of an in-store sale by a sales associate (33%) or making a purchase from an online flash sale site (31%).
“Women overwhelmingly prefer to shop for clothes and fashion in retail stores rather than online via their smartphones or laptops,” said Hilmi Ozguc , Swirl’s CEO. “That is not going to change dramatically anytime soon. Retailers have a huge opportunity to use mobile technology to influence shoppers by delivering personalized content and offers where and when they matter most – while customers are shopping in their stores.”
Swirl commissioned independent research firm ResearchNow to study the apparel shopping behaviors and preferences of 1,000 smartphone-owning women shoppers from March 25-26, 2013. The margin of error for this study is +/- 3 percent.
Swirl is a mobile-retail marketing platform provider that is helping retailers leverage the power of mobile to understand and influence in-store consumer behavior. The company is led by an accomplished entrepreneurial team with deep consumer mobile, digital media, social marketing and e-commerce experience. Swirl is backed by top-tier investors including SoftBank Capital, General Catalyst Partners and Longworth Venture Partners. Find them at swirl.com and in the Apple App Store.
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