Retailers failing to capitilise on growing appetite for mobile shopping: new study
A new study has revealed UK consumers’ growing appetite for technology advancements in mobile shopping.
The poll of 500 shoppers by research firm Populus found that a third of those questioned said they would like to use their mobile phones in store to see if somewhere else could offer a better price, while 28% said they would like to be alerted to special offers on their mobile phones when they were close to the relevant store.
Although the results of the survey show that online shopping and Click & Collect services are increasing in popularity, the research also suggests that retailers could capitalise further on the growing demand for new mobile technology. While 32% of shoppers polled said they would like to scan their shopping using their mobile phone to keep a running total and to speed up the checkout process, only 3% were found to be currently doing so.
Populus director Gary Muncaster said: “Some retailers are pushing the digital angle and trying to move things forward but the evidence seems to suggest that retailers are not capitalising on this. Especially amongst the younger generation there is a latent desire for advancements in shopping technology, but the number of people doing it is limited. The logical conclusion is that there’s an unfulfilled need.”
