As many as 77% of consumers rely on a mobile device when shopping in-store, significantly more than the 35% who prefer to speak to a sales associate when they have questions about a product.
According to a study by Salsify, the need for informed product content has never been more essential, as even in-store shoppers are turning to digital for information. For those surveyed, 87% agreed that rich, accurate and complete product content is very important when deciding what to buy.
“We are a digital-first society and that extends across almost every landscape. The need for rich and accurate online product content has never been more important as more and more shoppers turn to their phones to answer questions about products while in-store,” Peter Crosby, head of marketing communications at Salsify, told FierceRetail.
Referring to the study, Crosby says that it was surprising to find that if consumers can’t find an answer quickly online that is to their liking, 98% will move on or just give up.
“The call to action for both brands and retailers is clear—product content, including product photos, descriptions and reviews, need to meet the demands of today’s shoppers or they’ll lose both the in-store and the online sale,” he added.
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