Survey: Three in four shoppers use mobile in-store
Atlanta – Purchases in brick-and-mortar stores still accounted for more than 94% of all retail sales in the U.S. last year, totaling $4.4 trillion. But according to the new “Reality of Retail” report from retail marketing firm InReality, consumers are shifting their in-store shopping habits.
For example, 75% of surveyed shoppers use mobile devices in-store, with 25% making mobile in-store purchases. Perhaps reflecting this increased reliance on mobile technology to support store activities, only 12% of shoppers feel the in-store sales associate is an important touch point in a purchase decision.
However, consumers are still regularly performing old-fashioned in-store research. Fifty-three percent of shoppers surveyed prefer to research products in-store. Surprisingly, 57% of shoppers surveyed in the “digital native” 18-to-24-year-old group prefer to research in-store.
Other findings include:
• 56% of shoppers still think advertising is important to their purchase decision in-store.
• 46% of shoppers who use loyalty programs consider them to be important in their decision to purchase.
• 71% of shoppers who use loyalty programs still use their mobile for price comparisons.
The Reality of Retail Survey was conducted in December 2014 and collected a total of 1,361 survey responses across 11 retail categories.
It’s an omnichannel spring at Home Depot
New for spring at the world's largest home improvement retailer: an integrated shopping experience.
“This year, we’ve created exciting new ways for customers to shop for all their essential spring products; with easy ways to access product information and shop both in-store and online," said Hal Lawton, senior VP, hardlines for The Home Depot.
"This year, we’ve created exciting new ways for customers to shop for all their essential spring products;”
As the retailer kicks off its sixth annual Spring Black Friday savings event, it says it's making it easier for customers to engage in seamless in-store and online shopping. For instance, inside the stores, The Home Depot mobile app identifies where products are located on the shelves through text or voice-enabled search. Smartphone-enabled catalogs extend the in-store aisles by connecting customers to a much wider variety of product options available online.
The company developed three new online tools and calculators: Mulch & Top Soil Calculator, Weed, Plant, & Pest Problem Solver and Grass Seed Calculator.
“Our new spring calculators, project planners and mobile functionality are exciting new tools and key features within an integrated in-store and online shopping experience,” said Lawton. “Customers can feel empowered to combine the merchandise expertise of our associates with interactive, easy-to-use online and mobile tools to save time and money when taking on their spring projects.”
In 2014, almost 40 percent of all orders on homedepot.com were picked up in a brick-and-mortar store, according to the company.
The merchandise emphasis of the spring selling event includes:
• Enhanced patio furniture and accessories with new collections from Hampton Bay and Brown Jordan, and expanded options of outdoor living accessories, pillows, rugs, lights and lanterns.
• Expanded grill selection with an exclusive brand launch with Nexgrill and the introduction of several exclusive models from Weber and KitchenAid.
• The launch of ECHO’s 58-volt line and the second year of EGO’s 56-volt family of tools, both of which include battery-powered trimmer, blower, edger, mower and chain saw.
• From Toro, the SmartStow, a breakthrough mow 'n' stow engine that allows the mower to be stored vertically, reducing storage space by 70 percent;
Home Depot's Spring Black Friday savings event runs through April 19.
Petco uses YouTube to promote pet adoption
Petco is leveraging the combined power of video and celebrities with its latest promotion, "Think Adoption First."
The retailer is launching a documentary-style series featuring celebrity pet owners reflecting on the impact their adopted pets have had on their lives. The first videos in the series feature professional surfer Taylor Knox, professional skateboarder and rally cross driver Bucky Lasek, Tyson Ross of the San Diego Padres and roller derby athlete Bonnie Thunders.
The Think Adoption First video series, hosted on YouTube, will continue to expand to feature more stories of celebrities and their special relationships with their adopted pet. Petco stores host adoption events throughout the year where new pet owners can receive tips on how to care for their pets from Petco representatives, learn about local pet adoption efforts and meet adoptable pets.
"Think Adoption First is rooted in our belief that every pet should have the chance to be adopted into a loving home and we continue to support this commitment through our work with the Petco Foundation," said Jim Myers, Petco CEO. "We hope by seeing the stories shared by Taylor, Bucky, Bonnie and Tyson, it will inspire people to visit their local shelter or rescue group and think about adoption before purchasing a pet of any kind."
Watch the video series by clicking here.