Consumers Expect a Mobile Retail Experience

STAMFORD, Conn. — Consumer use of mobile technology continues to rise, with 45 percent of respondents stating they used a mobile device to perform a shopping-related task in 2015, up 4 percentage points from the prior year, according to a Synchrony Financial study.

Although mobile payment use is still yet to be massive, it is on the rise as well. According to a survey of 7,000 Synchrony Bank cardholders and random shoppers nationwide conducted in March and April, 18 percent of respondents reported using a mobile device to make a purchase, up from 16 percent in 2014 and 9 percent in 2013.

Other findings from the latest Synchrony Financial survey include:

• Almost one-third of consumers are purchasing a product after seeing it on social media;
• Approximately one-third of survey respondents indicate that text offers would drive an incremental shopping visit; and
• Value propositions, including free shipping, loyalty programs and personalized offers, continue to be important.

“It’s clear from our research that shoppers across every segment are becoming more mobile-enabled and savvy, using all digital resources available to them to shop and purchase in and out of the store,” said Toni White, chief marketing officer at Synchrony Financial. “Retailers who focus on creating an integrated customer experience across all channels can differentiate themselves.”

The financial services company also highlighted other tips for retailers hoping to engage digital customers, including optimizing a website for the best results regardless of the device a customer is using; and creating enhanced wish lists, drag-and-drop clipboards and custom alerts, signaling a sale or availability of a customer’s favorite item.

Stamford-based Synchrony Financial, formerly GE Capital Finance, is the largest provider of private-label credit cards in the United States, based upon volume and receiveables.