Mobile Device Is Primary Shopping Companion to Shoppers in Physical Stores

Consumers today do almost nothing without a mobile device in hand, and shopping in physical stores is no exception. According to a recent survey conducted by Kelton Global on behalf of RetailMeNot, Inc., a leading savings destination, physical retail stores still play a major role in most Americans’ shopping journeys, and some 85 percent of Americans shop in a non-grocery physical retail store during a typical week, visiting up to three stores on average. Baby Boomers visit two stores and Gen X visit 2.75 stores on average. That average goes up to four stores a week among Millennial shoppers and 5.25 among Gen Z, excluding grocery and convenience stores, according to the survey. “In-store retail is still the most important channel for consumers, and the role that mobile plays in the shopping journey is notable to retailers who want to reach in-store shoppers,” said Marissa Tarleton, chief executive officer of RetailMeNot. “The mobile device is the number-one shopping companion, which is a marketing opportunity for retailers to drive in-store footfall, incentivize sales and understand online-to-offline behavior.” According to the survey, 69 percent of in-store shoppers would rather consult a product review on their phone than ask a store associate. Some 53 percent would rather

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