The retail landscape is being reshaped as consumption practices become more mobile. The use of devices is not limited to online shopping but also significantly influences experiences within physical stores. According to a survey conducted by Salesforce, which examined the behavior of over 300 million consumers in 37 nations, 72% of them use their mobile devices during in-store shopping.
The study also indicates that smartphones and tablets have emerged as the most disruptive innovation in the retail sector since the advent of e-commerce in the 1990s. This shows that devices not only influence e-commerce but also play a key role in the in-store shopping experience.
For Andrei Dias, head of sales atNexas, retail tech specialist in solutions for retail, the practices known as "showrooming" and "webrooming" have become common in the sector. Showrooming involves the act of checking prices, reading product reviews, and even making purchases online 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 purchasing them. These trends are putting increasing pressure on retailers, requiring them to provide exceptional in-store experiences and maintain their competitiveness against online offerings.
“These two examples are categorical; perhaps few people know them by name, but everyone has certainly done them. Before the digital age, researching prices and asking friends for their impressions fulfilled this role. But now, you can do this 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 store navigation, provide personalized offers, and even enable 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 commerce”, concludes the executive.
