Mobile shoppers: More discerning and brand-conscious

Polly Christie

The global boom in smartphone ownership is changing the way consumers shop and forever shifting the retail landscape. In the US alone, the number of mobile shoppers is expected to hit 175 million by 2016 (up from 68 million in 2011) according to eMarketer.

The proliferation of shopping apps and mobile-enabled websites has given rise to a more empowered consumer, who can look up reviews, make price comparisons and download coupons in real-time via their mobiles. In order to stand out, retailers must not only utilize these new innovations, but also understand how consumers engage with them and create highly customer-centric shopping experiences.

Smartphones are empowering consumers in new ways…