Shoppers bring online competition to brick-and-mortar stores

GfK mobile compare pricesSaw a product you like in a brick-and-mortar shop? Why not whip out your smartphone to read a review of the product or compare prices with other stores? That’s what more and more shoppers are doing during their visit to physical stores.

According to a GfK survey of mobile phone users in 23 countries, 40 percent of shoppers compare prices online while another 40 percent contact a friend or family member for advice. Thirty-six percent take photos of products that interest them.

Globally, men outweigh women on using their mobile phone inside a store to compare prices on a regular basis, standing at 42 percent and 37 percent respectively. The most active age group is shoppers aged 20-29, with nearly half (49 percent) saying they regularly do this, followed by those aged 15-19 and 30-39, both at 45 percent.

“With significant numbers of shoppers being online whilst they are inside shops, bricks-and-mortar outlets need to respond. Having a close and real-time eye on the pricing of online competitors and reacting quickly are now key success factors for physical retailers, as well as online ones. This is especially true for retailers in regions such as Asia and South America, as consumers here are most active in using their mobiles while in a store,” said Adrian Hobbs, Managing Director of Online Pricing Intelligence at GfK.

Shoppers in South Korea, China and Turkey are the most likely to compare prices in-store on their mobile phones, with 59, 54 and 53 percent respectively saying they regularly do this. Shoppers in Ukraine, South Africa and India are least likely to participate in this activity, standing at just 11, 15 and 17 percent respectively.

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