It is a fact that the mobile constitutes an integral part of the French people’s daily life.

To keep up with this evolution, retailers offer new mobile services to transform customer experience: loyalty cards and coupons, recognition at the store entrance, bank data storage, connected payment…

Are consumers receptive to these services? Do they use them in their daily life?

In May 2015 Paris Retail Week conducted a survey with the French Institute ObSoCo dedicated to the role of the mobile in French people’s buying habits on a representative sample of 1,000 consumers .

Its findings are shown in the following info-graphics.

The results confirm that the consumer uses his smartphone in his in-store shopping experience. The mobile is now permanently settled in the purchasing and consumption behaviours. It contributes to the “empowerment” of the consumer.

However the services which are provided in-store don’t always match the daily needs of consumers. Retailers therefore need to rethink their strategy by placing the mobile at the heart of their approach in Responsive Retail. Being “mobile first” becomes for them a prerequisite in order to be in line with the expectations of their customers and provide them with appropriate services!

Infographie mobile first_EN

Sophie LUBET graduated in art history, completed a Master in Communication and a Postgraduate degree in New Media from the University Paris 1 Panthéon-Sorbonne. In 1992, she immersed in the universe of events after a transit in BDDP agency. Sophie LUBET worked on various French and international leading exhibitions around new technologies, design, specialty retail, industry and services. Sophie LUBET became Director of the Retail Division in the COMEXPOSIUM Group, , one of the world leaders in event organisation, involved in more than 170 BtoC and BtoB events. At the head of Equipmag, the leading retail exhibition in France, she manages the teams of E-Commerce Paris, E-commerce one-to-one Monaco and iMedia Brand Summit Biarritz. She is also in charge of the Division development, including the organization of Paris Retail Week, the European Event for Retail Professionals, which's 3rd edition will take place from 19 to 21 September 2017 in Paris.

SIMILAR ARTICLES

NO COMMENTS

Leave a Reply