Cross Device & Offline
Consumers increasingly research and consider products and services across multiple touchpoints - devices , apps and browsers - and also offline touchpoints , such as telephony and retail stores . It is therefore paramount that brands enable users to transition from their Smartphone app to their next - digital or offline - touchpoint , as part of a seamless journey towards conversion . This will enable cross-device and offline conversions , and satisfy the behaviours of consumers today .
Smartphones are transforming the in-store shopping experience . 90 % of smartphone shoppers use their phone for pre-shopping activities . 84 % use their devices to help shop while in a store .
Mobile in Store Research , 2013 , Google
Product scan or image search feature is easy to find ( e . g . to find product details by scanning a barcode or searching via an image )
Some users want to find product details by scanning items in-store ( via the camera and scanning a barcode or QR Code ), or by searching with an image ( that they photograph or upload ). They should be able to find these features and activate them quickly , from the home screen , menu , search icon / field , or search screen . It is convenient for users ’, as it reduces the need to engage retail staff , or search using keywords , and is another route to conversion . The benefit to a pure play is being able to engage the user without needing a store presence . The benefit to a multichannel retailer is enabling users to showroom and convert them . ( See image 18 )
Product or booking can be saved ( e . g . to a wish list , favourites , or customer account )
Some users choose not to convert in a single session , while other had no intention of converting , for whom the ability to save their product or booking is an important feature - so that they can continue with their purchase of booking later on . ( See image 19 )
“ 52 % of all sharing is from Smartphones .”
ShareThis , Q4 2014 Consumer Sharing Trends Report image 18
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