Joy Liuzzo, President of Wave Collapse LLC writes that roughly a third of smartphone owners told them that they use apps while they are in a physical store to help them shop. This is a significant portion of the smartphone population, but it’s by no means an indication that a widespread, overwhelming majority of people are using apps in-store to help them shop.
Joy suggests that we take a look at what makes this group especially interesting to retailers: their intent.
Folks that use mobile apps in-store are more likely to purchase products across all mediums (in-store, online, mobile website, mobile app, tablet website, tablet app) in an average week than consumers who own smartphones but do not use apps in-store. Put simply, they are tech savvy and flow across devices, platforms, and physical locations to get their shopping done.
In-store app users are also more likely to browse in a physical store and purchase in a digital (online, mobile, tablet) environment. In other words, in-store app users are die-hard ‘shoppers’. They enjoy the shopping experience regardless of how they choose to shop. Put simply, this customer segment has a completely different mindset from people who are not in-store app users.
Read her complete article here