Balance Convenience And Experience To Create The Ultimate Holiday Destination

Despite the growing dominance of mobile, shoppers still enjoy shopping in-store. What’s changed, however, is their expectations around the brick-and-mortar experience, according to a pair of studies by GPShopper. Some shoppers highly prize stores’ convenience — the ability to quickly find an item, pay for it and go. Others respond to experiential retail; they are more willing to linger and browse until they find what they want. Retailers can adjust their stores’ layout, staffing and services to address both ends of this spectrum.

These insights are particularly relevant for the holidays, when 67% of those using tech in-store say they are interested in using tech in-store would like buy online, pickup in-store (BOPIS) options to minimize friction at checkout, according to the Holiday Shopping Experience: Immediacy as Currency report.

The importance of mobile hit its peak during Thanksgiving weekend, when the channel surpassed desktop for e-Commerce orders. “You’re just seeing a story emerge where consumers are taking back convenience and saying, ‘I don’t mind shopping because I can do it from the dinner table while listening to Aunt Edna’s 13th boring story and complete my shopping list,’” said Maya Mikhailov, CMO & Co-Founder of GPShopper in an interview with Retail TouchPoints. “Mobile devices are really powering that.”

Some of the key technologies shoppers want to use on their smartphones include:

  • Retailers’ mobile apps (36%);
  • Scan-and-go (35%);
  • Visual search (27%); and
  • Mobile wish lists (26%).

Mobile Technology Creates Brick-And-Mortar Opportunity

However, mobile devices aren’t just boosting e-Commerce — they’re also opening up new ways for retailers to minimize in-store friction. Only 17% of shoppers plan to do all of their shopping via e-Commerce, while 39% plan to split their time equally in-store and online. Additionally, while many shoppers are using BOPIS for quick trips, a significant share still interested in shopping the old-fashioned way.

Retailers must strike a balance between convenience and experience to meet…