Shopping is one of the top uses of mobile technology, and seven of the top 10 activities customers perform on their cell phone are shopping related. At the same time, the number of omni-channel shoppers who use multiple digital resources to purchase in and out of the store is growing significantly, according to GE Capital Retail Bank’s second annual Mobile Shopper Study. The findings also reveal that mobile adoption has more than doubled in the past year, with omni-channel shoppers spending up to double the amount of their in-store only counterparts.
“Omni-channel shoppers are more engaged in terms of spending. They expect a frictionless and consistent shopping experience in and out of the store,” explains Courtney Keating, vice president, New Products for GE Capital’s Retail Finance business. “Retailers can cultivate loyalty by understanding the path-to-purchase and developing an integrated marketing plan that puts the customer at the center.”