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Nearly one-third of consumers plan to shop via mobile during holiday season

BY Alaric DeArment

CHICAGO — A big majority of consumers plan to use their phones during the holiday season to do more than just check prices, according to a new consumer survey.

Vibes, a Chicago-based mobile marketing technology company, commissioned research firm Equation Research to poll 1,000 adult smartphone owners; the survey had a margin of error of plus or minus 3.1%.

The survey found that 86% of consumers plan to use their phones this holiday season, with 53% using them to look up product information in order to trigger purchase decisions, while 48% plan to use them to find such store information as location and hours.

"For retailers, this insight into consumers mobile plans could lead to a much more lucrative holiday," Vibes cofounder and CEO Jack Philbin said. "While retailers intuitively know mobile is a game-changer, so many of them get stuck when it comes to developing and implementing a strategy that sticks with consumers."

While more than half of consumers plan to use their phones to look up product information, 44% want to receive offers and discounts. Less than 20% will look for the best selection of products, look for the most convenient location or seek personalized offers and discounts, even though previous research by Vibes found that 89% would sign up for mobile messages if they were personalized. Thirty-four percent will use their phones as a mobile wallet to organize coupons and loyalty cards, and 32% plan to make purchases on mobile websites. Nine percent of showrooming consumers are more likely to desire a more personalized experience from in-store personnel, compared with 3% of non-showroomers, and 8% of them are more likely to respond positively to an engaging and fun mobile experience, compared with 2% of others.

 

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Google Shopping Express, Costco partner in San Francisco area

BY Alaric DeArment

NEW YORK — Some members of club retailer Costco can have their items delivered to their homes under a new partnership between the retailer and Google, the Internet company said.

Google Shopping Express is partnering with Costco to offer the service to members in the San Francisco area. Customers can order items online or through their mobile devices.

The delivery service also has partnerships with such retailers as Target, Whole Foods Market and L’Occitane.

 

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Kmart, Sears launch app for Shop Your Way members

BY Alaric DeArment

HOFFMAN ESTATES, Ill. — Kmart and Sears have launched a new app aimed at members of their loyalty card program, parent company Sears Holdings said Tuesday.

The Shop Your Way mobile app allows members to unlock special deals and personalized offers using a "Shop’In" feature when they are near a Sears or Kmart store, as well as get 10% back in reward points when they use a Sears Card, or 3% if they use any other form of payment. Using Shop Your Way Local yields 20% in savings and points, e-coupons and local deals. Other features include price and product comparisons, chatting and photo sharing and access to information from employees.

"Shop’In connects with the added benefits of instant access to deals and e-coupons, special pricing and members-only perks, all from a mobile device," Sears Holdings EVP and president of marketing, online, pricing and financial services Imran Jooma said. "The integrated retail offerings available to Shop Your Way members are seamless and convenient to help members manage their time and budgets no matter how they want to shop — it’s shopping a better way this holiday season."

 

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