Dive Brief:
- Almost half (47%) of smartphone users worldwide “Can’t wait” to receive offers in real time on their devices, according to a report from Accenture.
- Almost as many (42%) wanted to be able to take advantage of coupons and discounts automatically with their phones, while 37% wanted to order out-of-stock goods.
- A digital shopping list, in-store item locator, or store navigator were options that 37% of the more than 10,000 shoppers survied indicated they would use.
Dive Insight:
Retailers are coming up short when it comes to delivering the smartphone functions that their wired patrons want, according to an Accenture survey of more than 10,000 shoppers worldwide. For example, 47% of shoppers with smartphones said they wanted to access real-time promotions, while only 7% of retailers offer such a function.
Retailers performed better in offering mobile shopping lists, but only 4% of retailers offer an item locator or store navigator, and 37% of smartphone users said they wanted at least one of these functions. Retailers also did well at allowing customers to order out-of-stock items in-store, the survey said, with almost half offering a mobile function desired by 37% of shoppers.
But there is room for improvement in targeting consumers who are already browsing their favorite stores with smartphones in hand, looking for one additional incentive to buy.
