The latest Mobile Life report by TNS Global has focused on an interesting aspect of user behaviour in the real world – Showrooming. The term describes the behavior of people who go into stores to test/check out products physically before buying them somewhere else. This behavior threatens physical shops and showrooms as consumers use them but do not generate sales. The report looked at how a focus on mobile could mitigate this behaviour among consumers globally.
The report was compiled based on the responses of 38,000 people across 43 countries. The insight that TNS seems to have gotten is that all these ‘showroomers’ use their mobiles when they go out to physical stores to check out prizes. Mobiles thus represent a way for brands to show their messages to the consumer when he/she is browsing in the store. These messages could be anything, but mostly they will end up being discounts, deals, loyalty points etc. so as to lure showroomers to buy from the store.
According to the report, about 11% of smartphone owners would like to get shopping coupons on their phone while shopping in the store. 14% of the shoppers would like an app to guide them around the store while 10% are interested in a ‘Virtual Shopping Assistant’ who will interact/engage/answer queries about products. The percentage values are very close to the global average and thus establish that Indian smartphone users would be open to brand related promotions on mobile while they are shopping. This insight should be leveraged by agencies and marketers to create some strong and compelling mobile strategies and solutions that can give sales a boost.
TNS has also released an infographic depicting the global results of the study. You can take a look at it below.
Website | TNS Mobile Life Report