Steve Borges says, “What people say about mobile and what they do are poles apart, but one fact remains: Mobile experiences in retail aren’t yet useful or simple enough to engage customers.

Over the last 12 months, we’ve been helping retailers understand how people use digital in their shopping journeys.

We’ve completed user testing in our labs and in-store, online and in-store surveys, in-store observation, interviews and focus groups across six major fashion brands and we’ve learned a great deal.

Indeed, some of the findings came as quite a surprise – so I thought it worth sharing them here.

I’ve split our findings it into two posts to make them more easily digestible.

This post focuses on device preferences and usage, while I’ll be covering the impact of digital engagement on behaviour prior to a store visit in my next post“.

How can retailers create more engaging mobile experiences in-store?

Econsultancy

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