Since the ubiquity of smartphone is the customers’ life it has become a real tool for shopping nowadays. Especially for shopping, smartphones are used everywhere.
New behavior has rise, and digital sales does not affect negatively physical sales anymore. Smartphones are now used to different manners. Now clients use their smartphone as a tool to know product, brands, collection, specific shop in order to buy they exactly want/need.
Shopping Mall in China
There are are different kind of behavior :
- They use their smartphone to find information about specific product saw on the internet, verify the price. Salers have to be careful now, prospects dans customers may be better at knowing the products than retailers.
More and more customers find the product, service, brand or shop by looking for it in the Internet before they go to buy it into the shopping mall. They also make their idea about the products by reading the comments and feebacks on social networks or blogs. And when they arrive in the mall they still use their smartphone to be sure they find the right product for the right price with the better service.
- There are those who do not like to spend too much time in a mall. So before going there, they calculate everything : the itinerary into the mall, which shop they will visit, what to buy and for which budget. Usually this kind of people are not receptive to the flash promotion and other visual into the shops. They only want to buy and leave the mall.
- There are also clients who does appreciate to spend time during an entire afternoon in shops.
They usually are minimum two and they like to shop but also spend time in the cinema, events and restaurants into the mall. They usually are receptive to advetising and go to the mall after watched one on the television.
- And there are also those who go to the shopping mall without a specific intention to buy something. They just visit shops and follow their feelings. They do not really use their smartphone except in order to find their friends.
This profils are the main which were developped recently. Online sales do not kill the physical ones anymore, they are now additional. This new king of behavior with the help of new technologies need to be taken in consideration by the brands in order to adapt their next competitive service and offers. To do so it is important to work with the right partner. That is why the « click-and-collect » was born. Because some customers like to order their product online, pay it and take it in the shop.