SmallBusinessNewz

Even the recession can’t dampen the impulsiveness of some consumers. According to retail consulting firm Miller Zell , the vast majority still make unplanned purchases and over half of them are doing so while standing in the aisles.

The world is in financial turmoil and jobs are less secure, but that doesn’t stop over 90% of shoppers making impulse buys according to Miller Zell’s study  “Gone in 2.3 Seconds: Capturing Shoppers with Effective In-Store Triggers”.

While 65% of shoppers make a list prior to their trip to the mall, 51% make buying decisions while stood in the aisle. As their careful planning heads for the window, it’s the ideal time to hit shoppers between the eyes with a trigger to purchase. And, what’s that shopper most likely in possession of that can connect them to a wealth of information, reviews and money-saving tools? Their mobile phone.

Services already exist whereby consumers can scan barcodes to get reviews or in-store signage that instructs on the downloading of a discount coupon and that’s exactly what consumers want. Miller Zell’s study found that nearly half of shoppers (46%) wanted product reviews and that their impulse to buy was somewhat swayed by cost-savings.

A recent ForeSee Results report, “Mobile Apps: The Next Big Thing”, found that almost a third (29%) of shoppers with mobile phones have used them while shopping to obtain an opinion or price check an item. However, many shoppers weren’t turning to the Internet, nearly three-quarters (72%) were calling family or friends.

The study also found that shoppers who used a mobile phone while shopping in-store were 6% more likely to buy.

Marketers need to integrate in-store and online activity, expanding the universe of content and consumer opinion available to consumers when they are most in need of that decision-making material. Mobile is perhaps the most appropriate and direct channel via which to do this and will surely play a bigger role in the shopping experience over the coming years.

"It will be a while before we see huge penetration of cell phones being used as part of the in-store experience, but I expect it to double next year and continue growing from there," said report author and President/CEO of ForeSee Results, Larry Freed.