More than half of U.S. smartphone users turned to their phone to perform retail-related activities while in a store, according to comScore. That could be taking a picture of a product, comparing prices or scanning bar codes for coupons. How can smart brands and retailers take advantage of this behavior and reach consumers at that point of purchase? For all the details, check out this week's New Media Minute.
If you're looking into what will become the next big trend in new media, then look no further than "shopper marketing." In its 2012 mobile outlook report, comScore revealed that more than half of U.S. smartphone users turned to their phone to perform retail related activities while in a store.
Now consider this:
- 1 in 5 U.S. smartphone owners took a picture of a product while in a store.
- Nearly the same number (1 in 5) texted or called family or friends about a specific product.
- Nearly 1 in 5 scanned a product bar code.
- 12% of all smartphone owners used their phone to compare product prices while in a store.
- Nearly 10% use their phones to find coupons or deals.
Now this behavior is going to force both retailers and brands to have to compete harder, and also on a more personal level, to win a consumer's purchase. Smart retailers will be those that recognize that consumers are using their mobile phones while shopping, and those who don't incorporate that behavior aren't going to be as successful.
There are a couple things marketers can do:
- incorporate mobile into your marketing
- include QR codes and make them scannable
- fine ways to weave in coupons and attach them to your marketing
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