The retail landscape is being redefined as consumption practices become more mobile. The use of devices is not limited to online shopping, but also significantly influences the experiences inside physical stores. According to a survey conducted by Salesforce, that examined the behavior of more than 300 million consumers in 37 nations, 72% of them use their mobile devices during in-store shopping
The study points out, yet, smartphones and tablets have emerged as the most disruptive innovation in the retail sector since the arrival of e-commerce in the 90s. This shows that devices not only influence e-commerce, but they also play a fundamental role in the in-store shopping experience
For Andrei Dias, head of sales ofNexas , retail tech specialist in solutions for retail, practices known as "showrooming" and "webrooming" have become common in the sector. Showrooming involves the action of checking prices, read product reviews and even make purchases in online stores while customers walk through the aisles of the physical store
On the other hand, the so-called "webrooming" or "pre-purchase research" refers to the behavior of researching information and reviews about items before actually going to the stores and buying them. These trends place increasing pressure on retailers, demanding that they provide exceptional experiences in physical units and maintain their competitiveness against the offers available online
These two examples are categorical; maybe few people know them by name, but certainly everyone has already practiced. Before the digital era, researching prices and asking friends for their impressions served that purpose. Only that, now, it can be done from anywhere, even in the checkout line, says the expert
However, such flows also open doors to opportunities for innovation. Smart retailers are using mobile technologies to enhance the customer experience, offering apps that facilitate navigation in stores, they offer personalized offers and even allow mobile payments. These innovations not only improve customer satisfaction, but also collect valuable data that can be used to further enhance sales and marketing strategies.
"The key to success in the retail of the future will be the ability to embrace mobility and adapt to the constant change in consumer preferences and behaviors". There is a lot of free land to explore and use in favor of trade, concludes the executive
