New research shows about 50% of survey respondents are now shopping using a mobile device. Almost one-third are purchasing a product after seeing it on social media. Approximately one-third of survey respondents indicate that text offers would drive an incremental shopping visit. Value propositions, including free shipping, loyalty programs and personalized offers, continue to be important.
Synchrony Financial released findings from its 2015 Digital Study that further confirm the importance of a comprehensive mobile strategy for retailers to effectively engage shoppers and enhance the customer experience.
Results show that the use of mobile technology by shoppers continues to climb, with adoption growing among key segments of the population – 45% of all respondents said they used a mobile device to perform a shopping-related task (researching, sharing, purchasing and reviewing) in 2015, up four percent from 2014, and nine percent from 2013.
As mobile usage increases among all shoppers and across all devices, retail habits are changing. Mobile device usage for purchases is steadily increasing – 18% of respondents now report using a mobile device to make a purchase, up from 16% in 2014, and 12% in 2013.
Social media continues to be an important channel for retailers to drive sales and engage with customers. With 85% of consumers accessing social media and 45% following brands via social media channels, social media is important to driving engagement. Thirty percent of all age groups report purchasing a product after seeing it on social media and the numbers are higher for younger shoppers – 52% of Millennials and 42% of Gen Xers.
Holders of Synchrony Bank retail credit cards are more digitally-enabled than other shoppers and increasingly using mobile functionality for mobile credit card applications (+114% growth over 2014), mobile service logins (+58%), and mobile payments (+72%). Cardholders also have more access to mobile technology, making them particularly important to a retailer’s overall marketing strategy. The study shows:
• 85% of retail cardholders own a smartphone v. 69% of random national sample.
• 69% of retail cardholders own a tablet v. 45% of random national sample.
• 64% of retail cardholders own a smartphone and tablet v. 37% of random national sample.
Tips for retailers to engage digital customers start with satisfying the needs of omni-channel shoppers for a simple and easy experience and a website that is optimized regardless of the device a customer is using. In addition to responsive design, factors influencing shopper interest and loyalty include: enhanced wish lists; drag & drop clipboards; and custom alerts, signaling a sale or availability of their favorite item. These steps can provide immediate and personalized offers that reward shoppers for their loyalty.
For data, background and forecasts on Synchrony Financial: Search CardWeb.com’s CardFlash® Library of more than 58,000 archived articles; Access CardWeb.com’s CardData® for current and historical Performance, Portfolios, Profiles, etc. Visit RAM Research® (ramresearch.com) for quarterly and annual forecasts covering more than 150 metrics. [complimentary or deeply discounted access to CardWeb.com subscribers].
Additional database resources include CardWeb.com’s CardExecs® – comings & goings of payments movers & shakers; CardWeb.com’s CardWatch® – ears & eyes on marketing globally (57K items); and CardWeb.com’s CardPixes® – form & function of card design (7K items).