A new Accenture study provides further evidence of how mobile is changing the way consumers shop bricks and mortar stores and interact with retailers. According to Accenture, 73% of shoppers with smartphones favor using their smartphone to handle simple tasks in stores compared with 15% who favor interaction with an employee. Similarly, 71% favor using their smartphone to identify a store with a desired item in stock, while 17% would prefer to get that information by speaking to an employee.
These figures reinforce the rise of “the omnipresent consumer”, one that wants a seamless shopping experience whenever and wherever it suits them, be it in the store, online or through their mobile phones. How retailers rise to this multi-channel challenge will no doubt be one of the big trends to watch in 2011.
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