A guest post by Eric Anderson of White Horse.
Armed with smartphones and a determination to change the way they buy, shoppers are storming retail aisles. On-the-fly comparison-shopping, scanning, and research are creating new ways for marketers to influence in-aisle buying behavior. But as smartphone usage in the United States reaches critical mass, retailers’ response must evolve rapidly.
We set out to identify the areas of greatest opportunity for retailers and CPG to develop a mobile experience strategy that aligns with changing mobile behavior. Our research included a 390-person survey of smartphone users, as well as “shopalongs” with smartphone shoppers in a range of retail environments. The infographic below excerpts six key findings from that study, which is available for download.
Eric Anderson was recently named to iMedia’s annual list of 25 Digital Marketing Innovators in recognition of his work in applying new analytical methods to digital media. He has more than 17 years of marketing experience and 13 years of digital specialization. At White Horse, he has led marketing strategy for clients like Columbia Sportswear, Microsoft, Wells Fargo, and Anthem Blue Cross/Blue Shield. His book Social Media Marketing: Game Theory and the Emergence of Collaboration was published by Springer in 2010.