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How to win over mobile super shoppers

Showrooming Showdown How to Win Over Mobile Super-Shoppers Mobile is rapidly changing shopping Showrooming It's the common practice of checking out a product in a store, then buying it online at a lower price from the seller or a competitor. 44% 111|MMMMM of shoppers use their mobile phones while shopping What are they doing with their phones? Visit same store website Use mobile coupon 2010 28% 17% 2011 43% 25% Visit different store website Scan barcode ШI 32% | 15% в 40% 17% Use price comparison app Photograph product 37% 18% 38% 16% Mobile shopping isn't going away Retailers need to embrace the new mobile trends to stand out from the crowd Y NOW SALE SALE BUY NOW SHOP SALE SALE SALE DO DON'T Build Local Strategy Compete on Price Local blogs, review sites and offers targeting your local market to get them into your store. BUY A "race to the bottom" on price kills profits. Offer in-store demos, after sales service, immediate availability to enhance store value. Offer Deals and Incentives Provide discounts, rewards, or price-matching on select items Use The Same Old Script Customers are armed with data. Salespeople need to provide unique expertise to deliver real value. 0 0521539773 Cover Barcodes with Stickers Train your Sales People Use tablets to help customers and teach them about store apps. Obstructing mobile research could generate a firestorm of Sell Unique Products Offer private label merchandise, tailor products to customer groups, provide distinctive packaging. consumer backlash. Block In-Store Wi-Fi Don't prevent use of price comparison apps or mobile search, or you'll drive customers away. McKinsey's Chief Marketing & Sales Officer Forum Follow us on Twitter @McK_CMSOForum Source: iConsumer Research 2011, Shopper and Consumer Insights %24

How to win over mobile super shoppers

shared by McKinsey on Sep 10
With the rise of showrooming, retailers have to use a variety of tactics to win, and keep, the business of mobile super shoppers.


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