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RESEARCH, ANALYSIS & TRENDS

Mobile technology to the retail rescue

The growth of online shopping has undeniably importance of mobile and AR to survive and thrive in a
disrupted bricks-and-mortar retail, but mobile ‘connected’ in-store and online world.
technology is coming to its rescue.
Key findings of the report include:
According to the study “The Connected Shopper”, pub-
lished by Foresight Factory in collaboration with Snap, • Mobile devices are increasingly becoming the
the combination of a digital and physical experience in- core tool connecting consumers throughout all
store is becoming a key factor in luring people back to aspects of their shopping journeys, helping to
shopping centers after retail store closures, stay-at- optimize choice, aid discovery and facilitate social
home restrictions, and social distancing measures due interaction: mobile is already the preferred channel
to the coronavirus pandemic. for 34% of global consumers when shopping for
products, second to shopping in-store at 43%, and
“A new image of shopping has emerged which clearly stretching ahead of shopping on PCs at 23%. Not
shows that rather than existing separately, physical to mention that mobiles are also a popular com-
stores and e-commerce increasingly cross over and panion tool to stay connected in-store, comparing
there is huge opportunity for everyone where they prices, phoning friends, sharing photos, and finding
meet”, Dominic Harrison, Director of Global Trends at out more about what’s on physical shelves in real
Foresight Factory states. time. The opportunity for retailers is in harnessing
the power of mobiles in-store, to keep connected
All in all, 20,000 consumers from across 12 global mar- shoppers informed and entertained within their
kets have been surveyed to find out how their shopping brand ecosystem, since mobile phones have be-
behaviours have been impacted last year, revealing the come an extension of the physical retail store.

4 July 2021: Mobile Marketing & Analytics