{"id":18997,"date":"2018-11-14T16:59:41","date_gmt":"2018-11-14T21:59:41","guid":{"rendered":"https:\/\/digitalmainstreet.ca\/?p=18997"},"modified":"2018-11-14T16:59:41","modified_gmt":"2018-11-14T21:59:41","slug":"how-mobile-search-is-driving-todays-in-store-shopping-experience","status":"publish","type":"post","link":"https:\/\/digitalmainstreet.ca\/fr\/how-mobile-search-is-driving-todays-in-store-shopping-experience\/","title":{"rendered":"How mobile search is driving today\u2019s in-store shopping experience"},"content":{"rendered":"<div class=\"detail__text drop-cap\">\n<div class=\"rich-text\">\n<p>Despite what you\u2019ve heard, brick-and-mortar isn\u2019t dead. In fact, 69% of Canadian shoppers would rather shop with brands that also have a physical location than ones that are online only.<sup>1<\/sup>\u00a0Because sometimes, you just need something now \u2014 86% of Canadian shoppers said they will go to the store to buy when that store has an item they need or want immediately.<sup>2<\/sup><\/p>\n<p>People may still\u00a0<a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-ca\/consumer-insights\/meeting-shoppers-needs\/\">shop in stores<\/a>\u00a0most often, but they\u2019re searching on their smartphones beforehand to make sure it\u2019s worth the trip. As we were reminded during the 2017 holiday shopping season, a great deal of shopping research is coming from mobile: 65% of Canadian holiday shoppers who visited a store turned to online search before going in-store.<sup>3<\/sup>\u00a0What are they asking for help with before they go? Here\u2019s what we found:<\/p>\n<\/div>\n<\/div>\n<div class=\"inline-image inline-image--no-border\"><img decoding=\"async\" src=\"https:\/\/www.thinkwithgoogle.com\/_qs\/images\/YyF2B6sqZaGXx0N27jUuSDTHuCU=\/28629\/width-2000\/1367_inline_1_Omnichannel-1.jpg\" alt=\"1367 Inline 01\" \/><\/div>\n<div class=\"detail__text\">\n<div class=\"rich-text\">\n<h2>Help inspire my purchase<\/h2>\n<p>Shoppers turn to search before heading to the store when they don\u2019t have a product or brand in mind. Mobile searches for \u201c__ brands\u201d are rising, as in \u201csock brands\u201d (+150%), \u201cmen\u2019s watch brands\u201d (+70%), \u201cbest purse brands\u201d (+140%), and \u201cmakeup brands\u201d (+150%).<sup>4<\/sup>\u00a0They\u2019re also looking for helpful recommendations on what to buy \u2014 in Canada, searches for reviews on mobile have increased by more than 120% over the past two years.<sup>5<\/sup><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.thinkwithgoogle.com\/_qs\/images\/5nj7Hu1Zg_Z5VGw6BY7la12R27E=\/28937\/width-2000\/Twg_CA_inline_Omnichannel_1.png\" alt=\"CA-omnichannel-swap-nugget\" \/><\/p>\n<p>Source: Google\/Ipsos, \u201cOmnichannel Holiday Study,\u201d Nov. 2017\u2013Jan. 2018, Canada, n=543 holiday shoppers who visited a store in the past 48 hours.<\/p>\n<\/div>\n<\/div>\n<div class=\"detail__text\">\n<div class=\"rich-text\">\n<h2>Help plan my in-store trip<\/h2>\n<p>Research tells us that one in three Canadian holiday shoppers who used search before shopping looked for details about the store itself, such as locations or proximity.<sup>3<\/sup>\u00a0And &#8220;near me&#8221; searches in Canada continue to grow \u2014 compared to 2015, &#8220;near me&#8221; searches grew over 700%.<sup>5<\/sup>\u00a0In addition to queries for local businesses near them, people are relying on their phones to check store hours, directions, wait times, contact information, and increasingly, product availability. In fact, 43% of Canadian shoppers wish retailers would do a better job of sharing inventory information.<sup>6<\/sup><\/p>\n<h2>Help narrow down my purchase options<\/h2>\n<p>Once they\u2019ve homed in on a few options, people search on mobile to help make a final decision. They\u2019re researching a purchase they plan to make in stores or to find the best option for their needs. We know shoppers are on the hunt for the best deals. How so? Because 42% of those who used their phone in store over the holidays to shop said they did so to look for deals or savings, and 21% said they turned to their phones to read email offers.<sup>7<\/sup>\u00a0On top of that, 42% of Canadian shoppers said they think getting deals on their smartphone while in-store is a trend that is both cool and something they\u2019d use.<sup>1<\/sup><\/p>\n<h2>Making mobile count<\/h2>\n<p>With so many people relying on their smartphones before shopping in store, the need for strategic and informed product content has never been more essential. Omnichannel retail leaders must prioritize the mobile experience \u2014 it could mean the difference between customers coming into your store primed and ready to buy or leaving frustrated and empty-handed.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/storage.googleapis.com\/twg-content\/original_images\/Twg_CA_AuthorHeadshot_Sara_Scurfield.png\" alt=\"Sara-Scurfield_headshot\" \/>\u00a0\u00a0<\/p>\n<h2 class=\"author-profile__name\"><span style=\"font-size: 14pt;\">Sara Scurfield<\/span><\/h2>\n<h3 class=\"author-profile__title\"><span style=\"font-size: 14pt;\">Account Executive<\/span><\/h3>\n<p class=\"author-profile__company\"><span style=\"font-size: 14pt;\">Google<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Despite what you\u2019ve heard, brick-and-mortar isn\u2019t dead. In fact, 69% of Canadian shoppers would rather shop with brands that also have a physical location than ones that are online only.1\u00a0Because sometimes, you just need something now \u2014 86% of Canadian shoppers said they will go to the store to buy when that store has an [&hellip;]<\/p>\n","protected":false},"author":1655,"featured_media":18998,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-18997","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How mobile search is driving today\u2019s in-store shopping experience - Digital Main Street<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digitalmainstreet.ca\/fr\/how-mobile-search-is-driving-todays-in-store-shopping-experience\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How mobile search is driving today\u2019s in-store shopping experience\" \/>\n<meta property=\"og:description\" content=\"Despite what you\u2019ve heard, brick-and-mortar isn\u2019t dead. 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