Understand mobile Search

You may find the above topic rather unusual for a In-store Display blog. But mobile habits are becoming more and more relevant for retailers to understand.

Consumers are increasingly turning to their mobile phones when researching their next purchases.  This trend is not confined to the home or work.

In-store mobile searches are actually very common.  If a customer is on their phone in your shop, most likely they are checking the price of your product and seeing if they can get it cheaper elsewhere.

If you think this is not really relevant to your shop and the stuff you sell, you would be surprised.  It can be incredibly varied the type of searching that takes place on a mobile.

Arts & Entertainment, News and Knowledge based searches are the most popular types of searches.  However, Shopping comes in 4th with Food and Technology based searches 5th and 6th.

The Types of things people search for @Google

When people search

What’s also interesting is the time of day people search online.  It’s obvious that unlike a bulk desktop or lap-top an internet enabled mobile phone gives you access to the internet at any and all times of the day.  So searching for your products or services will take place outside normal working ours.  So even long after your shop has closed people are still looking to buy.

when

The all important purchase

17% off mobile searches resulted in someone visiting a store.  7% resulted in a customer picking up the phone.

Part of the problem that is not often discussed is measurements.  It can be difficult to accurately measure if someone searched online and the visited or called your shop.  We have to rely on the information we receive from source like Nielsen and Google.

Tactics

Set up a Google Business Page.  So if someone is shopping and looking for a product at least they can find your shop.

Signage – If you notice customer checking their phone a lot. Put up signs saying – “Ask about Matching On-line Prices”.

Is your website Mobile-Friendly.  Use this tool to identify whether Google is happy with your website.  “Responsive” websites are the preferred option.  But they can be expensive.

Try and set up your own measurements.  Ask customer, “how did you hear about us”, “Were you checking you phone for prices”