Wednesday, October 29, 2014 | 9:00 AM
Some have claimed that the rise of digital is making in-store shopping obsolete, but new research from Google, Ipsos MediaCT and Sterling Brands suggests a far more nuanced relationship between the two. In fact, the data suggests that consumers’ digital behavior can help retailers increase in-store business.
Our report debunks three common myths about the impact of digital on in-store shopping. Retailers can use these insights to find ways to connect and engage with customers, utilizing technology not just to drive shoppers to the store but also to assist them once they’re there.
Myth: Once in-store consumers start looking at their smartphone, the retailer loses their attention.
Reality: Retailers can grab consumers’ attention through search results and their mobile site or app.
Our research shows that 42% of in-store shoppers search for information online while in-store. While most are using search engines, almost half of shoppers use the retailer’s own site or app.