1. How Brick and Mortar Can
Leverage the Mobile Future
1
Matthew Quint
Director
Center on Global Brand Leadership
Columbia Business School
@MattQuint

2. 2

3. 3

4. 4
How many mobile-assisted shoppers
are there?
21% 23% 21% 18%
0%
20%
40%
60%
80%
100%
Total US UK CAN
TOTAL

5. 5
Who are these
mobile-assisted retail shoppers?

6. 6

7. 7
What do
they do in
the aisles?

8. Seek prices, information, and advice
Prices
52%
32%
16%
Info &
Reviews
50%
34%
16%
Family
39%
41%
19%
Regularly (Top 3)
Occasionally
Almost Never

9. And for purchases
Store’s
website/app
Regularly (Top 3) 22%
Occasionally 24%
Almost Never 54%
Other
website/app
22%
27%
51%

10. What tools?
Other
websites
75%
Store’s
website
70%
Store’s
app
42%
QR
code
36%
UPC
code
31%
Other
app
26%

11. Not all mobile-assisted
shoppers are the same

12. Exploiters
6.1%
Premeditated
about lower
prices

13. Savvys
12.6%
Calculating but
persuadable

14. Price Sensitives
19.4%
Don’t plan, but
always opt for deals

15. Experience Seekers
31.7%
Value the best
experience,
not just price

16. Traditionalists
30.2%
“Showrooming?”

17. Think strategically about
mobile-assisted shoppers?

18. Leverage a variety of discounts
Store matches
online price
83%
Store provides
overall discount
83%
Receive a
free sample
69%
Enter contest
or sweepstakes
46%

19. Win with convenience
Store offers
free delivery
73%
Store provides
extended warranty
63%
Pay directly
with phone
20%

20. 20

21. Provide the right information
Helpful online
consumer reviews
60%
Feedback from
someone I know
55%
Additional online
information
52%

22. Engage shoppers’ opinions
Location-based
interaction
33%
Social media
interaction
31%
Makeaproduct
suggestion
33%
Rating/reviewof
myexperience
32%
Contribute
an idea
29%

23. Provide good service, trust, & experience
Buy-in store for
access to
special events
39%
Didn’t showroom
due to store’s
customer service
17%
store’s better
return policies
15%

24. 24

25. Design robust loyalty programs
I am more likely to purchase
from the store
even if I find equal or
lower prices online
48%
TOP 2 percentages (Strongly agree / Agree)

26. 26
I would be concerned if, in the future,
there are fewer and fewer places to
browse and purchase products within a
brick and mortar store near me.
AGREE
75%
NEUTRAL
18%
DISAGREE
7%

27. 27
Stay tuned for an June 2013
release that features more details
and insights from the study.
Co-authored by:
Matthew Quint and David Rogers

28. Questions?
28
Matthew Quint
Director
Center on Global Brand Leadership
Columbia Business School
@MattQuint
mq2120@columbia.edu