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Smartphones + Coupons = New Retail Relationship |
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A survey by Accenture on mobile devices and shopping has revealed the growing use of smartphone technology coupled with the economic downturn has brought cost-conscious consumers to explore alternative retail channels, such as online and smartphones, to secure bargains.  The survey found that smartphone users would find it useful to download money-off coupons to their phones (79 percent), and receive instant money-off coupons as they pass by an item in a store (73 percent). Conversely, it also found that less than half (48 percent) of smartphone users have downloaded a coupon from their PCs. Accenture said it studied 1,000 consumers across 10 countries, including the US, France, Spain, Italy, the UK, Germany, Brazil, Japan, China and India. The findings suggest that couponing could become a more important part of the retail experience as smartphone technology becomes more widespread. Accenture says retailers adept at using customer analytics to target messages and deals to consumers could have significant benefits, given that 48 percent of conventional cell phone users plan to buy a smartphone in the next 12 months. Accenture suggest that the survey results are also evident of a changing relationship between customers and retailers, with 73 percent smartphone users preferring their mobile device over an interaction with store employees for simple tasks, and 71 percent using smartphones to identify a store with a desired item in stock. Privacy, however, remains a key concern with 54 percent percent respondents worried about smartphones eroding their privacy and 59 percent wary of losing the personal touch from store employees. Around 39 percent believed that products would get more expensive. Janet Hoffman, managing director of Accenture’s Retail practice said, “Smartphones will permanently change the relationship between the store and the shopper.” She said that the seamless shopping experience across store, mobile or online is a trend that will lead to a new definition of the store. “Purpose, place and size are all up for debate. Already we are seeing some shoppers treating stores more like a showroom to test products and then making their purchase online.” Andy Zimmerman, global managing director of Accenture's Mobility Services said the results are an early indicator of mobile applications transforming competition between businesses and customer interaction. "Companies that successfully integrate the location-based services, commerce, payment and other capabilities of the smartphone into their traditional businesses stand to gain significant competitive advantage over the coming years." |
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