Mobile first has been pounded into our heads but most retailers have yet to take full advantage of mobile. This hasn’t stopped consumers from enhancing their in-store experiences with mobile tools. A new report from DMI, “Shoppers Want More From In-Store Mobile,” focused on the shopping behaviors rather than demographics of 2,500 American consumers. A segment of consumers called Mobile Reliants offer a significant opportunity for brick-and-mortar stores that continue to battle with online retailers. These consumers are not defined by gender, age or income and are already using their phones in-store.  So why are retailer’s not giving them mobile tools that offer a branded experience?

The Numbers Behind In-Store Mobile Tools:

Most popular in-store actions:

  • 60% scan barcodes
  • 64% check a shopping list
  • 74% accessing coupons
  • 75% comparing prices
  • 66% taking photos of a favorite item

Data consumers are comfortable sharing:

  • Birthdays (but not calendar)
  • Pinned/viewed recipes (but not budget)
  • Shopping preferences (but not location)

Most-wanted mobile features:

  • Self-checkout
  • Pricing and inventory information
  • Customer product reviews
  • Item-is-ready notifications
  • Promotions and discounts
  • Interactive shopping lists

How respondents said they’d react if their favorite retailer had an app with in-store features they value:

  • 78% would spend more money
  • 82% would visit the store more often
  • 85% would shop there over the competition
  • 97% would definitely or most likely use it

Mobile reliants:

  • 33% of respondents are considered mobile reliant
  • Describe mobile device usage as “a lot” or “all day”
  • Use mobile device while shopping inside retail stores every time or regularly
  • Have 3 or more shopping applications on mobile device
  • Made a past purchase on a mobile device
  • 25- to 34-year-olds are 45% more likely to be mobile reliant
  • Those making $150,000+ in annual income are 50% more likely to be mobile reliant
  • Mobile reliants skew slightly female in the retail space
  • Apple users are 17% more likely to be mobile reliant
  • Parents are 20% more likely to be mobile

Download the report at DMIC