Point of Purchase Research – According to Google’s Our Mobile Planet Report, 83% of US consumers research products while in-store on their mobile device. With this information, marketers may choose to incorporate URLs or QR Codes on in-store marketing materials to facilitate research. Sales representatives should also prepare to cater to a more informed customer.
Advances in Fulfillment – Amazon offers same day delivery to close to 30% of the US market, with a goal of 80% by 2020. This service significantly reduces one of the largest advantages brick & mortar stores have over ecommerce. With shipping time becoming less of a barrier to online purchase, it is important for brick & mortar storefronts to offer an increased value. Hands on demonstrations as well as traveling technical support are two possible differentiators.
Price Loyalty – Comparison Shopping Engines (CSE) aggregate deals in order to serve users with the lowest available prices on hot products. In 2013, there was a 60% increase in online traffic to CSEs. What’s important to understand about these sites and their users is that brand loyalty only goes as far the product. Whichever vendor offers the lowest price will get the sale. Vendors should look to create exclusive relationships with manufacturers to sell certain products or attempt to cut costs to an absolute minimum in order to offer the lowest price.