Consumers use their connected devices to shop all the time, but not necessarily to make purchases. While 87% of smartphone and tablet owners use a mobile device for shopping activities, the average conversion rate on mobile is just 2.3%. Mobile devices are used for much more than completing a transaction, they’re used for locating stores, checking prices, researching products and reading and posting reviews.
This kind of shopping behaviour is known as webrooming – researching the product online and visiting the physical store to make a purchase.
Many brands are obsessed with increasing their online conversion rates, while this isn’t a bad goal to have, it isn’t the be all end all. All your channels should integrate seamlessly to provide an exceptional shopping experience that ultimately converts customers, whether that be online or in-store.
By embracing webrooming, your brand can use mobile to drive in-store purchases and capture more overall sales. This means that your online mobile presence is just as important as your physical one, and good design, easy accessibility, and updated information are key to building a successful purchase path.
Influencing the Path to Purchase
Mobile devices give retailers the opportunity to push customers further along the path to purchase, even if their preferred path to purchase doesn’t end on their mobile device. It gives a brand a new power that it didn’t have when considerations and purchase decisions were made completely in-store. For instance, it allows retailers to provide product reviews and information that can incite brand consideration from consumers stuck in the research and early consideration phases.
Increasing In-Store Sales With Digital Media
While there is no shortage of paid advertisements, shoppers actually respond best to campaigns in owned media channels. Use your brand website, app, email, push notifications and social media to provide relevant, personalized content that will drive customers further along the path to purchase. These digital channels can be used to peak the customer’s interest and encourage them to come into the store to satisfy their curiosity and complete the purchase.
However, don’t think you’re safe once the buyer is in your store, just because they’re there doesn’t mean you’ve earned their loyalty. Research from SessionM shows that 90% of retail shoppers now use smartphones inside stores to check competitive prices and look up product information. Take a proactive approach and send push notifications to customers who walk in your store, ensuring that they stay engaged with your brand and buy that product which they’ve been researching online.
Perfecting Emails to Get Customers In The Store
84% of consumers who sign up for emails from a brand report making a purchase based on what they receive, so it’s crucial that you incorporate clear calls to action and utilities that cater to shopper preferences. Those preferences include shopping in a retail location. Start with a simple “find a store” call to action, then take it a step further by incorporating dynamic locations into your emails directly, showing potential shoppers the closest physical location based on where they’re reading the email.
Don’t Fight It
Don’t fight what customers want. Instead, make it easy to browse and buy the way they’re already shopping. By embracing webrooming you’ll see great results as customers are much less likely to abandon their cart in-store, and they spend 6 times more in-store than online.