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Domenick Celentano

IBM Coremetrics - Mobile Shopping Will Double This November Holiday Season

By November 7, 2011

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IBM predicts record consumer shopping from mobile devices this holiday.Still think mobile shopping is not a significant? According to IBM Cormetrics, 15 percent shoppers doing online shopping will be using a mobile device. 15%!

Online Shopping Growth

Total online sales -  Impressive growth of 12-15% this year vs. last year

Mobile Sales Traffic - In October nearly 11 percent of people used a mobile device to visit a retailer's site, up from 4.2 percent in October 2010. Mobile Shopping Walls and Pop-Up Stores will benefit here immensely.

iPad Factor: Shoppers using an iPad will lead to more retail purchases more often per visit than other mobile devices.

Mission Shoppers - Mission Shopping or now called Surgical Shopping defines a growing trend in shoppers where there is significant "pre-purchase search" that leads to very specific shopping lists. The result is a lessening of impulse purchases. Mobile shopping is super charging this trend in consumer behavior

Social Media Influence - Social sites are rapidly becoming the search engines for consumer packaged goods. As of October, 9.2 percent of consumers that visited a retail site from a social media site made a purchase vs 5.5 percent of all others. Facebook accounted for 77% of social shopping. Still are not convinced? See My Local Walmart to truly set into motion the importance of Facebook and shopping.

Implications for Food & Beverage Markets

Are You Still Relying on Traditional Media for New Product Launch? - If so, get with it! You need to learn about mobile commerce and social media. Consider following overall trends on sites such as NeilsenWire.

Are You Too Focused on In-Store Point of Sale? - Signs are great to get attention to your products on the shelf. They are not enough! Consider adding QR Codes to your labels and if possible, get them on the shelf with your own point of sale signs.  If you sell at farmers markets, you might be interested in the Vail Farmers Market video to see how one vendor had a QR code on their display.

Do you have a mobile friendly site? Most web platforms allow you to easily have a mobile site. It is automatically mobile friendly when it detects a hit from a mobile device. Look into this ASAP! I know many easily allow this by simply check marking this option.

Use Twitter for In Store Support - Consider using Twitter for your food demos. Twitter is already mobile friendly and gets your message where your consumers are... busy, on the go and not by their desktop computer.

Use QR Codes for your Food Demos - Not everyone who shops will stop at your food demo. Why not have a QR code printed on coupons, your food demo sign and your packaging. Grocery shoppers who have a smart phone can your QR code to visit your web site a later point in time. This gives you a better chance for the customer to remember your brand later that day or that week. Without the QR code... forget it!


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