The Changing Mobile Commerce Landscape
Increasingly, consumers are turning to their smartphones and tablets to research and purchase retail products. In fact, a recent Forrester Research report indicated that while 82% of consumers make purchasing decisions in-store, over half (56%) use smartphones to compare prices and read reviews.
How then can retailers position themselves to capture the wave of mobile e-commerce? The answer may lie in enhancing loyalty programs. Indeed, nearly half of all consumers noted that they would be more willing to provide personal information, which can then be used to target consumers, if it ensured access to a loyalty program. On the other hand, a lack of loyalty programs may make consumers reticent to fork over personal information.