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Consumers Want More from Social, Mobile and Local Commerce

Posted on 1.16.2012

Social media and mobile devices have been a game changer for local businesses due to features that allow consumers to interact with brands, browse products, find nearby deals and more. But as features for these channels grow, consumers are also expecting more.

A new study from Commerce in Motion reveals that most retailers aren’t keeping up with consumer expectations in regards to social, mobile and local shopping.

Here is what consumers expect and the percentage of responding retailers that are meeting these expectations:

  • 46 percent of consumers expect to be able to place orders through their smartphone, which is only being offered by 38 percent of retailers.
  • 42 percent of consumers expect product pricing and availability via their smartphone, which is offered by 30 percent of retailers.
  • 44 percent of consumers want to receive order status updates on their smartphone, which is offered by 30 percent of retailers.
  • 40 percent of consumers expect the ability to use QR Codes to access product content, which if offered by 33 percent of retailers.
  • 34 percent of consumers expect the ability to browse and make purchases with a tablet app, which is only offered by 28 percent of retailers.
  • 38 percent of consumers expect to browse and make purchases within a social network, which is only offered by 22 percent of retailers.
  • 26 percent of consumers expect to receive location-specific offers through their phone when near a store, which is offered by 20 percent of retailers.
  • 28 percent of consumers expect to receive department-specific offers on their phone while inside a store, which is only offered by 12 percent of retailers.
So why aren’t consumer expectations being met? According to the study’s retailer respondents, 33 percent lack corporate commitment, 36 percent don’t have the ability to integrate new channels in their commerce platform, 36 percent have limited inventory visibility across channels, and 25 percent claim that their stores are unable to support new fulfillment and promotion challenges.

However, most surveyed retailers are intending to offer new social, mobile and local programs in 2012, including 38 percent implementing the ability to place orders via smartphones, 20 percent implementing geo-location strategies and 30 percent including product availability and pricing information for smartphones.

“The good news is there’s a heightened sense of industry awareness and onus to react to SoMoLo shopping behaviors,” says David Bruno, director of Commerce Studies for RedPrairie and the editor and publisher of “For retailers that develop executive commitment, clearly defined all-channel strategies, and the right technology platforms, SoMoLo and the all-channel evolution offers unprecedented opportunity to increase brand loyalty and market share. It’s an exciting time for the retail industry.”

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