More and more shoppers are merging their online and offline shopping habits. A recent study from Mobile Marketing, Inc. found that, though 85% of Americans shop in brick-and-mortar stores every week, 69% prefer to use their phones in-store for reviews and 53% for coupons or promotions, in lieu of speaking directly to store associates. This highlights the need for brands to create integrative omnichannel shopping experiences for consumers.

In-store retail is still the most important channel for consumers, and the role that mobile plays in the shopping journey is notable to retailers who want to reach in-store shoppers.  The mobile device is the number one in-store shopping companion, which is a marketing opportunity for retailers to drive in-store footfall [directing customers to specific displays], incentivize sales and understand online-to-offline behavior.”

Mobile Devices Are An Integral Part Of The Shopping Funnel From Start To Sale

Mobile is a highly-convertible channel, with a sale beginning at the moment curious shoppers pick up their phones for product searches or research. 78% of mobile browser shoppers complete their purchase within a day of beginning their searches. Mobile shoppers are also overall 57% more likely to visit stores and 51% more likely to make purchases both online and in. Providing convenient, unencumbered experiences for consumers from online to in-store can be integral for brands looking to attract loyal and happy repeat customers.

Store Beacons And Other In-Store Technology Connecting Consumers To Retail Experiences Are On The Rise

The search for promotions and bargains has 66% of U.S digital buyers reaching for their mobile phones during in-store shopping experiences. 57% of shoppers check store prices through retailers’ apps while shopping and six in 10 web users comparison shop on mobile devices while in-store. These behaviors have driven 49% of retailers to expand in-store mobile experiences as engagement opportunities. Considering consumers’ own reliance on mobile, it’s no surprise they are more inclined to approach sales associates equipped with mobile devices, believing these associates to have more product and price knowledge. Apparently, it isn’t just the consumers who hold this opinion.  66% of associates agree tablets and other mobile devices would allow them to provide better customer service.

The adoption of beacons in stores is also set to increase significantly. Via a bluetooth connection, stores can directly interact with consumers using their mobile devices in-store. These communications may include targeted promotions and new stock notices.

The beacons also collect data from consumers that brands can use to assess future geo-targeting opportunities, measure consumer loyalty, and track which marketing campaigns are successful. An estimated 400 million beacons are expected to be in use around the world by 2020.  So whether you have an established brand or a nascent eCommerce store, it is in your interest to consider getting on board either in your own stores or by synergizing your online efforts with big-box retailers with an existing beacon strategy.

Experiential Shopping Experiences Increase Positive Feelings About Brands

Consumers don’t differentiate their outlook of brands based on the channel, so successful interactions online or in-store are both helpful across the brand when creating positive feelings and encouraging loyalty. Brands are increasingly producing experiential retail — offering immersive, brand-focused experiences that highlight the benefits of the brands and create seamless connections between digital and analog consumer habits.

Nike’s massive flagship store has overtly made the connection between on-and offline shopping. The six-story Manhattan store has stocked an entire floor with products based on local data of customer preferences, provides QR codes on many items for quick scanning to request a size or fitting and allows Nike Plus members to order online and pick up in the store. The Nike flagship also features items on every floor branded “personal” and “responsive,” establishing connections to what customers want via the information provided elsewhere.

However, Nike is a very particular example and is a well-known brand with a product that carries reasonably well online and in-store.  But for brands that are not Nike or are not impulse consumer-based products.  Here are a few such examples.

Sephora

Sephora is another brand brought up time and time again for the brilliance behind its omnichannel customer experience. Sephora Beauty Insiders can tap into the Beauty Bag on their phone or desktop and have access to a truckload of data. Consumers can shop, see their favorites list, any of their past purchases, and how many rewards points they have, scan items in-store to see other options available online, watch tutorial videos, and find a store near them.

This extremely successful application of omnichannel marketing strategy has nurtured 11 million members, who spend 15 times more money on Sephora.com than the average user.

Crate & Barrel

Crate & Barrel honed in on the fact that many consumers toggle through several different devices before completing purchases. In order to capitalize on this consumer behavior, Crate & Barrel implemented an omnichannel approach.

Whenever a consumer is logged into their account, the app saves their shopping cart and browsing data so they can access this information across multiple devices. This new implementation has allowed consumers to take up where they left off in the shopping process, and Crate & Barrel has reaped great returns.

In fact, Crate & Barrel’s implementation of an omnichannel customer experience strategy resulted in a 10% revenue increase from the newly improved mobile and web stores. Further pushing themselves along the path of innovation, Crate & Barrel released their 3D Room Designer feature, allowing consumers to virtually place any Crate & Barrel item into their home before purchasing.

Walgreens

Walgreen allows users to manage their pharmacy prescriptions, fill out rapid refill requests, find deals on products in the stores, and make orders that they can pick up at the nearest location. While this is a mobile-focused shopping experience, the app is actually oriented toward improving a user’s in-store experience. This is the brilliance behind Walgreens’ strategy.

As brands continue to evolve to meet consumer habits, retail and online experiences are increasingly becoming one unified shopping experience. This evolution in retail offers marketers the opportunity to reach consumers at every point of the sale.