Insight: Momentum Worldwide-Bricks and mortar shopping under threat as brits choose tech

A global research study conducted by brand experience agency Momentum Worldwide and their shopper marketing design consultancy ChaseDesign has found that 84% of the UK now use mobile apps to purchase goods.

However, the results highlight a large gap in the customer’s retail journey with only 1% of UK shoppers using a shop’s mobile app whilst in store.

The ‘We Know Modern Shoppers’ study found that 90% of the UK believes that mobile apps enhance their shopping experience and the main benefits of using a store’s app is for time saving (88%) and cost saving (80%). These figures show that consumers want to purchase items quickly and for the best possible price, but the in-store experience isn’t allowing them to do so.

The premiere global research study explores the attitudes, behaviours and usage of modern and advanced technologies shaping the future of commerce. 3,092 people participated in the global study which highlights consumer trends across 5 countries—UK, US, Japan, Brazil and Spain.

Key findings:

• Only 1% of UK shoppers use the store’s app whilst in store
• The UK (31%) is significantly more likely to use a new type of shopper technology than the US (23%) and the rest of the world (22%) if it offers something different than the current apps they use.
• 90% of UK participants think mobile apps improve their shopping experience
• 66% of UK shoppers are interested in smart appliances that keep you updated and order additional supplies

 

In the UK, the highest amount of people (48%) use a mobile app for online shopping and 45% use an app before they go to the store. Only 7% of people use a mobile app after they have left the store.

UK consumers—whether shopping for groceries or buying a computer—priorities value-for-money above all. 92% of UK shoppers are very comfortable using technologies to complement their shopping experience. UK shoppers (31%) are significantly more likely to use a new type of shopper technology than those in the US (23%), or the rest of the world (22%) if it offers something different than the current apps they use.

The study shows that UK shoppers are hungry for more technical advances, with 49% wanting apps to show them what other users are buying and 66% are interested in smart appliances that keep you updated and order additional supplies.

Kristin Berg, director, Europe, digital shopper marketing at Coca-Cola Enterprises said: “The research reveals some surprising facts – like grocery rank as #1 environment in which consumers would like to use technology.  However, I think it’s a mistake to think all shoppers are the same and, therefore, there’s one solution.  Whilst the physical retail space has to serve the majority, technology services should be designed to meet specific shopper missions and needs.

Luke D’Arcy, Momentum Worldwide UK President, said: “Most UK consumers are now using mobile as part of their shopping journey, but these results show there is clearly a gap between mobile and the physical store. Companies need to close this gap and make mobile a bigger part of the physical in-store experience by ensuring there is a seamless transition between the two touch points.

“Retailers in the UK have a clear opportunity to deliver more synergies between their physical and digital offering. They need to engage with their customers as a matter of urgency to address their clear desire for more technical advances and a more connected approach to the complete shopper journey.”

Chris Weil Momentum Worldwide Chairman/CEO added: “Amid overwhelming shopper and tech industry discussions about innovation, what we’re seeing is a major make-or-break moment for bricks and mortar retail, with mobile tech dominating consumers’ growing demand for time- and money-saving. The in-store experience is now an accessory to the mobile phone rather than the other way around, and retailers need to ramp up their experience to stay indispensable.

“Retail is in a prime position to step up and provide consumers with help they’re demanding in the actual purchase decision-making process, harnessing new ideas and tech to become more vital and fun, rising to new prominence in a world where people are blocking ads but not experience.”