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25 September 2014: Bob Burgoyne presented the findings from a ground-breaking study at the Mobile Research in the Mobile World conference in Berlin, Germany.
Using an innovative approach, the study maps the real influence of mobile on shopping. Instead of asking if people had used a particular app, we asked them when, how often and what for. Instead of asking them to recall how often mobile influences their shopping behaviour, we asked them to describe exactly how it influenced it - and we asked soon enough after the shopping experience that the distortions of human memory didn't skew their answers.
Bob Burgoyne, Global development director, said: “A lot of shoppers carry apps on their phones that enable them to find product information, compare prices - and seek out better deals. A lot of those shoppers have at some point used those apps to find out if the store they are standing in really offers them the best deal they can get.
These are the kinds of topline data points that give both brand marketers and retailers sleepless nights. Mobile has been
earmarked as the new front line in their bid to maintain share of shoppers' spending: they must use it to steal shoppers and spending from others - or be the victim of such mobile showrooming themselves.”
Bob’s presentation revealed the need for a major rethinking of mobile's current and potential role; he said “far from being undermined by the promise of mobile-related shopping solutions, retailers appear to be the best placed of all mobile players to deliver them”.
Find out more about “The truth about mobiles and shopping”