Dive Brief:

• While shopping in-store, 58% of consumers say that they prefer to look up information on their mobile devices rather than be helped by an employee, according to a study from Consumer Electronics Association. 
• Nearly two-thirds (62%) of mobile shoppers also said that they perceived information garnered on their mobile device more valuable than information found in in-store product displays and sales literature. 
• When looking at specific retail categories, shoppers for electronics used their mobile devices for assistance the most (60%), followed by consumers shopping for groceries (55%), apparel (47%), and shoes (45%) in stores.  

Dive Insight:

In-store consumer shopping patterns are shifting, meaning that retailers need to shift their customer service and marketing techniques to fulfill their wants and needs. This includes revamping and improving mobile apps to provide maps, promotions, and more to shoppers as they peruse the aisles—and making all this information easy enough to use to avoid frustration. Doing so can only help increase loyalty as retailers begin to reach more customers in a variety of new ways.