Here’s what you need to know about modern day consumers.

84% of consumers use their smartphones to help with store-related shopping (image: pexel.com)

It is well known that we live in a technologically advanced world. According to research conducted by Deloitte Digital, 48% of all U.S. consumers own a smartphone, and that number is rapidly growing. [1] What may not be so well known is that 84% of these consumers use their smartphones to help with store-related shopping. [2] A consumer survey conducted by PwC reports that the top three store-related mobile uses are for researching products (36%), accessing a coupon or promotional code (31%), and checking information about a retailer (23%). As such, it’s becoming increasingly apparent what modern day consumers want: the right content.

From their constant exposure to new products and trends, consumers depend on their mobile devices to help understand, compare, and choose the best products. [3] Businesses that fail to address such changes in consumers’ shopping behavior stand to lose their relevance with tech-savvy customers who seek convenient ways to obtain product information. Thus, leveraging mobile capabilities is a worthwhile investment that retailers can greatly benefit from. In fact, Deloitte Digital reports that $0.56 of every dollar spent in a store is influenced by a digital interaction.[4] Customers are far more likely to return to a retailer because mobile digital interactions help them make productive and well-informed purchases .[5]

Image by Blue Bite

A way to seamlessly bring these kinds of customer experiences to audiences is by elevating physical products and locations with digital experiences. Enabling products with NFC empowers any physical object to do so much more than its innate function, and thus allows consumers to get more out of their products. A sneaker is no longer just a shoe; it is transformed into something more: a tool to find nearby running trails or post-workout snack spots. A keycard is no longer just a hotel room key, but a guide and map to a resort. The best part is that digital experiences can dynamically adapt to individual users, providing customized information based on data analysis of real-time factors and the user’s behavior.

Digital experiences also serve to guide consumers through the purchase cycle, providing relevant digital experiences before, during and after the purchase. [6] Prior to the purchase, customers can learn about product information, such as size or color availabilities, manufacturing insights, and other necessary details. At the time of the purchase, customers can access exclusive brand promotions or offers intended to motivate the customer towards purchase. After purchase, digital experiences provide benefits to both the end-user and business; consumers receive unique, real-time content, and the brand collects post-sale insights from user interactions which can help inform the next product cycle.

Real-time digital interactions analyzed in Blue Bite are based on location, time, and individual IDs.

The outlook of mobile influences is expanding as innovative advancements are made every day. In a growing market of new products, unique shopping experiences that are tailored for each user can boost customer loyalty and enhance customer experience. “By enabling mobile capabilities at each stage of the store shopping journey, retailers can influence sales revenue and potentially improve conversion rates. Retailers can also significantly influence the customer experience — including what factors influence the customers’ buying decisions.” [7]

The shift towards technological advance is inevitable, placing those companies who are first movers at a significant advantage. Companies who embrace smart products will stay relevant, for it is the integration of digital into everyday items that will proceed to be a crucial mechanism for consumers’ buying habits.

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