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Shoppers are checking their phones in ever-greater numbers while they browse brick-and-mortar stores, and marketers are targeting them with offers and information to help encourage purchase at the last mile. But according to research from branding solutions provider G2 USA and Savitz Research, consumers do not appreciate when those mobile in-store technology offerings don’t work, and are likely to fault the brand for the inconvenience—a situation that does not bode well for sales.
The most prevalent attitude toward in-store mobile technology among all age groups was that when mobile technology didn’t work, consumers blamed the brand. US shoppers between the ages of 18 to 34 were the most likely to feel this way, at 57%. And more than half of millennials said they became frustrated when digital in-store options—technology that presumably might have helped them make their purchase decision—didn’t actually work. Thirty-six percent of Gen X respondents and a quarter of baby boomers felt the same way.
The onus is then on brands to make sure that not only are they putting mobile technology out there to lead consumers down the purchase funnel, they are making double sure consumers have an easy time using that technology and aren’t just wasting their time loading and tapping—time they could be spending shopping and buying.
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