“Showrooming” has become common vernacular in the retail environment as consumers trot down retail aisles comparing prices, looking up reviews and sometimes purchasing directly on mobile devices. Brands and retailers alike must recognize mobile screens as a complementary channel to educate and win a consumer’s business in the digital and physical retail environments. Millennial women are a segment leading the trends around mobile devices as the ubiquitous shopping companion to inform every step along her journey to find that season’s pair of shoes, a new computer or the perfect Father’s Day gift.
In our recent mobile usage study, we showcase that mobile and tablet devices have moved well beyond peer-to-peer communication devices to on-demand access to most any relevant piece of data. Millennials depend on mobile as an instrumental tool as they push down the aisles. Consider that 73% of Millennials are already transacting directly on their mobile devices. This presents tremendous opportunities for brands and retailers to ensure they are creating mobile experiences to capture her business at home and on the go. Importantly, within the retail environment she’s clearly in a mindset to search and try. Brands should consider how to elevate their presence in the right context as she is comparing products within the category and looking for the best solution for her including product reviews, social media as well as other relevant channels where reviews and ratings are important for her.
Further, more than 75% of Millennials have their mobile devices glued to their palm while in store as a trusted personal shopping assistant. These digital natives are focused on finding what’s right for them and sourcing information to help inform their every decision.Go Back