Shopper Marketing - October 2016 - 120
'WE KNOW MODERN SHOPPERS'
Potential of Mobile
Shoppers want help in decision-making, but brands
and retailers don't fully understand them
By Ed Finkel
obile apps and other new technologies clearly have the potential to improve the in-store
experience and better satisfy
shoppers, but brands and retailers aren't taking full advantage of the ability to gather information on those shoppers and translate
that to meaningful, long-lasting connections.
That's a major takeaway from a study by brand
experience agency Momentum Worldwide
and its shopper marketing design consultancy,
Titled "We Know Modern Shoppers," the
study found that 93% of shoppers believe new
technologies have the potential to improve
their in-store experience, and three-fourths of
those surveyed said they would be more likely
y SHOPPER MARKETING OCTOBER 2016
to shop a brand or retailer that offered them.
The study also revealed that 85% of those
surveyed see cost and time savings as the most
likely benefit of new shopper technologies,
while 60% want to leverage mobile and other
new channels to help them identify the product they want to buy, 52% believe this could
help them maximize the product's usefulness
to them, and 43% want intelligence on what
others are buying.
"We are still hearing from shoppers that
they want help in decision-making," says Laura Moser, senior vice president and shopper
marketing practice lead at Momentum Worldwide. Brand and retail clients of Momentum
thought they were providing that help already,
she says, but apparently not. "What shoppers