Retailers need to invest in real-time advertising as shoppers insist on immediacy

Retailers should invest in real-time marketing solutions in order to target shoppers who are on their mobile devices while walking around a store, new research has suggested. 

Consumers who are always on their mobile devices have created an on-demand shopping culture, where they expect immediacy around their purchasing decisions.

The research from location-based marketing company, xAd, revealed 38% of shoppers who researched purchases on their mobile device expect to buy within the hour, this statistic has increased by 65% since 2013, proving retailers need to act on these immediate purchasing decisions.

xAd stated over half of UK consumers think of their mobile as the most essential channel in their shopping decisions, whereas in grocery, over a third of shoppers rely only on their mobiles.

The study, which surveyed 1,500 smartphone users in the UK who have used their device for a purchase decision in the past 30 days, also reported a rise in inverse showrooming, as 60% of consumers who research goods in store purchase in that location, demonstrating they are influenced by their surroundings.

Theo Theodorou, head of EMEA at xAd, said: "Over half of UK consumers cite mobile as their most important media for researching a purchase. Mobile is quickly overtaking desktop and as people increasingly rely on their smartphones, there’s a huge opportunity for brands to engage with their audience by leveraging the ‘here and now’ nature of the mobile device. The context around a consumer’s location – where they are and where they’ve been – is one of the strongest indicators of purchase intent in real-time and provides brands with invaluable insight about how to engage consumers when they’re either on-the-go or using their device at home."

He continued: "It’s tougher than ever for brands to understand how their customers are behaving – especially as they become more mobile. However, with precision and the scale to identify who to reach and when, marketers can understand how best to use mobile advertising. Real-time location insights allow marketers to better allocate their budgets and tailor their strategies, which will be particularly valuable as brands push for year-end success."

Jon Mew, COO at IAB UK, added: "Mobile is now central to so many on and offline purchases and we welcome xAd’s research to help educate the industry about the role it plays. With usage growing and mobile advertising now accounting for 39% of all digital display it’s more important than ever that marketers can understand the value of mobile."

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