Shoppers who browse a retailer’s site while shopping in-store may end up spending 2.2 times more than shoppers who don’t.
According to a new study from InMoment, brick-and-mortar merchants can benefit from encouraging their customers to browse on their mobile devices while shopping in their stores.
The study found that consumers who visit retail sites on their smartphones or other mobile devices while shopping in-store spend as much as 150 percent more than consumers who don’t.
“Despite fears that brick-and-mortar buying might lose its relevance, in-person shopping has transformed into an omnichannel opportunity to sell more and deepen customer relationships,” Dr. Paul Warner, VP of consumer and employee insights at InMoment, said in a statement. “For brands, it’s not about choosing one channel over the other, but rather leveraging each for their unique strengths. Online storefronts can showcase selection, while your people can provide personalized care. It’s this combination of the human and the digital that increases conversions, as well as overall brand loyalty.”
In its 2016 Retail Industry Report, InMoment revealed that the average single-trip spend increases nearly four times when a consumer is engaged by both in-store staff and the brand’s website.
Whether the help a consumer received is digital or human, the report indicates a connection between more help and more spend.
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“When preparing sales associates to master their on-floor responsibilities, retailers must ensure that what employees recommend in stores is consistent with what shoppers can find online,” the InMoment report stated. “Consumers have a need for both in-store and online assistance, but the connection will not be lucrative if there is confusion or inconsistencies with the basic information shared in company training materials.”
