In-Store Mobile Use

Shoppers would rather look up info on their mobiles than talk to store personnel

I read this article on eMarketer's site this morning.  The author writes:

When shoppers are ignoring in-store personnel, they’re far more content with the information they dig up on their own than product display or sales literature out on the floor: Nearly two-thirds of respondents felt that the information they gathered on their mobile devices was more helpful than in-store info gleaned from product displays or sales lit.

One thing is clear: Consumers still value customer service, but the way they want it delivered is changing with their consumption habits. As the retail path to purchase changes—mobile is now a significant part of the process, especially for researching on the go and even in-store—so do consumers’ preferences for how retailers connect with them.

In a study by the Consumer Electronics Association (CEA), more than half of shoppers (58%) said they preferred to look up information on their mobile devices while shopping, rather than talk to an in-store employee. This was especially true among shoppers between the ages of 25 and 44 and among men. 

From my own experiences, I like to ask in-store personnel "Where can I find this product?" or "Is this on sale?"  But when it comes to "How well does it work?", I find consumer reviews are more influential to me.  I'm definitely an in-store mobile user.  For me, in-store customer service is more about logistics rather than recommendations.

The article ended with:

However, retailers should not be fearful of mobile use in-store. While some may be show-rooming, a Deloitte study found that mobile devices used before or during in-store shopping trips converted or helped to convert nearly $600 billion in US in-store retail sales in 2013, or 19% of total brick-and-mortar sales. The more informed the consumer, the more comfortable he or she is with pulling the trigger on a transaction.