Smartphones and tablets now account for up to 68 percent of the traffic to the video game chain’s website, where customers are frequently browsing products and looking up trade-in values for old games. [...] “purchasing through that phone probably wouldn’t even make the top 10 list of engagement activities that they do,” said Jason Allen, the retailer’s vice president of multichannel. [...] shoppers are largely using their phones as something of a personal, pocket-size sales associate that helps them browse and research while they are in a store. “We’re not overly focused on conversion on mobile, we really see it as a tool to drive traffic in our stores,” said Krista Berry, the chief digital officer of department store chain Kohl’s. At Kohl’s, executives say they have spent the last year and a half updating their app, in part to accommodate an in-store shopper who is more frequently searching for product reviews, watching video content about merchandise and sharing their finds on social media. When customers are in Kohl’s stores and on the retailer’s Wi-Fi network, customers spend more time on the app than when they’re not in the store, company officials said. Target is also catering to shoppers who are using their phone to guide them through stores with a relaunched app that has a stronger emphasis on a tool that helps them building their weekly shopping list and an interactive map of each store in its fleet. Since it installed free Wi-Fi in its stores a few years ago, Target has found that the most-visited site, by far, is the retailer’s own website. [...] several studies have found that the opposite behavior — browsing online before buying in a physical store — is more common. At Whole Foods, app users who aren’t time-pressed can dig into the trove of product information that shows ingredients and details about where a product came from. Facebook, Twitter, Instagram, Google and Pinterest are all experimenting with their own version of a “buy button,” a one-click way for users to make a purchase without leaving the app or having to go through the cumbersome process of entering credit card numbers on other personal information.
The Surprising Way Smartphones Are Changing The Way We Shop
Washington Post, San Francisco Chronicle: Business
Fri, 07/24/2015 - 7:40pm
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