Date: June 19, 2012
Published by: Retail TouchPoints
(Below is an excerpt from the full article.)
By Fatima D. Lora
Best-in-class retailers are utilizing digital technologies to boost interactivity, education and conversion inside the four walls of the store. During a recent session from the Connected Consumer Series, retail industry experts gathered to share their insights on the must-have tools and strategies to bring brick-and-mortar stores to more innovative heights.
Titled: Bringing The Benefits Of The Online Experience Into The Store, the presentation offered in-depth insights into how retailers can leverage smartphones, kiosks, tablets and other digital tools to keep pace with consumers’ expectations of the in-store experience. Speakers also offered best practices and detailed strategies regarding how retailers can revamp store locations to create seamless brand experiences.
Speakers included: Christopher Krywulak, CEO of iQmetrix; Kris Parker, Director of Marketing and Brand for Jump.ca; and Tate Fisher, Chief Creative Officer at Katalyst Group.
Krywulak shared research from Google, revealing that 89% of consumers use their smartphone throughout the day. Additionally, consumers admitted to using their mobile devices while waiting in line (59%), eating (48%) and shopping (44%). Although the growing proliferation of smartphones has led to the growth of “showrooming,” Krywulak reaffirmed that this cross-channel shopping tactic doesn’t occur often.
“We’ve certainly seen a rise in showrooming shopping strategies,” Kyrwulak said. “However, retailers should keep in mind that these price-sensitive shoppers only make up a small percentage of the overall population.”