The impact of mobile devices on shopping represents a massive upheaval for marketers who sell products through traditional stores and via online channels. According to Google, six in 10 internet users start shopping on one device but continue or finish on a different one, and 82% of smartphone users say they consult their phones on purchases they're about to make in a store. Interestingly, searches for "near me" have doubled in the past year, says Google.
Google has some excellent suggestions for how to deal with mobile's role in consumer shopping in this article on "Think Google." For example, Google discusses two ways to facilitate a shopper's mobile experience:
- Be there: Identify the most important micro-moments and commit to being there, whenever and wherever a shopper is searching, especially on mobile.
- Be useful. In a consumer's moment of need, meet them by providing valuable information—whether it's product reviews, video tutorials, or the ability to purchase right away.
Read more from Google here: https://www.thinkwithgoogle.com/articles/mobile-shoppers-consumer-decision-journey.html