The digital marketing world is moving offline—and into stores. FeelUnique has opened brick-and-mortar stores in Paris, and so has Birchbox in New York. The Body Shop just introduced Alipay in London stores, enabling Chinese tourists to pay via their mobile phone. We even use our phones in-store!
- Nearly 3 in 4 consumers (73%) use their mobile phone while they are shopping in the aisles
- Millennials are more likely to turn to their mobile phones. More than 8 out of 10 (84%) use their mobile phone in the store
As retailers rush to deliver a store experience that merges digital technologies, mobile phone, and the physical aisle, they must walk a fine line between an elevated, or an eerie, experience. There is no one-size-fits-all approach, and consumer comfort levels vary depending on where and how technology is deployed.
Comparative survey data includes:
- You scan a product on your mobile device to see product reviews and recommendations for other items you might like. Overall: 79% cool; Millennials: 84% cool
- Soon after you leave the store, you receive a digital coupon for a product you looked at but didn’t purchase. Overall: 52% cool; Millennials: 60% cool
- When you check out, your print or email receipt includes product recommendations selected just for you. Overall: 50% cool; Millennials: 59% cool
- Your location in the store triggers personalized product information, relevant content, recommendations, and discounts to pop up on your mobile device as you walk the aisles. Overall: 40% cool; Millennials: 49% cool\
- Digital screens in each dressing room show products that complement the item that you are trying on. Overall: 41% cool; Millennials: 49% cool
- A salesperson makes more helpful suggestions because they can see what you’ve previously browsed and bought on their site and in the store. Overall: 32% cool; Millennials: 45% cool
- Facial recognition technology identifies you as a high-value shopper and relays this information to a salesperson. Overall: 67% creepy; Millennials: 71% creepy
- A salesperson greets you by name on the store floor because your mobile phone or app signals your presence. Overall: 64% creepy; Millennials: 64% creepy