Accenture Study: Retailing in an Era of Mobility (July 2010)

Jul 7

Accenture Study: Retailing in an Era of Mobility (July 2010)

An oldie but a goodie, this study made the future look bright for retailers using smartphones to drive instore sales. Now we are a year on, their insights are bearing out – high rate of adoption of smartphones, high uptake of location based coupons etc etc etc. (Big thanks to Paul my hubby for passing this on, it seems it takes two of us to track what is going on in this space!)

Some key takeaways:

* 69% were aware of large retailers who offer free applications

* 48% have downloaded a retailer app

* 90% of those who downloaded found the app useful

This one was key: The MAJORITY OF SMARTPHONE USERS EXPECT THEIR MOBILES WILL ENHANCE THE IN-STORE SHOPPING EXPERIENCE.

* 67% said smartphones will save them time

* 61% said smartphones will make shopping more fun and enjoyable

* 57% said they would shop more frequently at stores that are state of the art in the use of smartphones

Back then, smartphone users might have been early adopters, but that was the only thing users had in common. Gender, age and income didn’t really influence the uptake. I think demographics matter even less now.

Half the conventional phone users were planning to buy a smartphone in the next 12 months (well this has happened, even in our market…).

Privacy around location of course has to be addressed.

Smartphone users LOVED the idea of money-off coupons. They were already downloading them from their home PC (48%), but 79% thought it would be useful to download a money-off coupon from their smartphone, and 73% felt it would be useful to get instant money-off as they passed by an item in store.

To get the full report, download it here:  https://microsite.accenture.com/amos/retail_mobility/Pages/default.aspx

I have said it before, and will say it again, the future looks bright for retailers who add mobile to their marketing mix.

 

 

 

 

 

 

 

 

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