Instrumented Interconnecteds Intelligent

David Rogers, Faculty Director of Digital Marketing Strategy, Columbia University

David Rogers, Faculty Director, Digital Marketing Strategy, Columbia Business School

By David Rogers

Ever since the rise of online shopping sites like, brick-and-mortar-retail stores haved struggled with the threat of “showrooming” consumers – those who visit a store to see a product in person, but then opt to purchase it later online.

With the rapid adoption of smartphones, this phenomenon has grown even stronger. Today retailers operate in a world in which in-store shoppers have every competing offer in the palm of her hands.

Though retailers are not powerless, to survive, it is critical that they understand the true impact of mobile devices on shopper behavior. Doing so will enable them to shape a retail experience that gives consumers a compelling reason to buy directly from the brick-and-mortar store.

To uncover the truth about today’s “mobile-assisted shoppers,” Columbia Business School’s Center on Global Brand Leadership and global loyalty experts, Aimia, have just conducted a global study on the impact of smartphones on shopper behavior, called: “Showrooming and the Rise of the Mobile-Assisted Shopper.” With my co-authors, Matthew Quint and Rick Ferguson, we were able to survey the behaviors and motivations of 3,000 leading-edge consumers in three countries, who represent the omni-channel future of retail.

Surprising Findings

Our findings contradict many of the common assumptions about the threat of “showrooming” and how shoppers are using mobile devices in-store. For example:SP M-Shopper-Infographic

  • 21% of all consumers in the US, UK, and Canada are “M-Shoppers,” using mobile devices in stores to assist their shopping experience
  • It’s not just the Millenial Generation: 74% of M-Shoppers are over 29 years old
  • 30% of M-Shoppers never showroom; they just use smartphones in-store to find information and consult friends
  • Convenience, urgency, and immediacythese are the top three reasons why M-Shoppers will buy in-store even if they find the same product cheaper online
  • 60% of M-Shoppers are more likely to buy in-store if they find product reviews on smartphone
  • Loyalty programs work: 48% of M-Shoppers are more likely to purchase in-store thanks to the programs they have joined


Understanding the Five Different Types of M-Shoppers

Our study found that all M-Shoppers are not the same. We identified five unique segments of M-Shoppers, each with different attitudes toward physical stores, patterns of showrooming, and motivations to pull out their phone or tablet within a store.

  • The Exploiters – “premeditated about lower prices” (6% of M-Shoppers).  When they pull out their mobile device, they are nearly as likely to search for a product on the store’s own website as on a competitor’s site. Retailers best bet? Optimize their website for mobile.
  • The Savvys – “calculating, but persuadable” (13%).  They are the ripest target for retailers to try out new offers in the mobile space. They are more digitally-savvy, more willing to sign up for loyalty programs, and more likely to be motivated by retailer offers and rewards.
  • The Price-Sensitives – “don’t plan, but always opt for deals” (19%). They use their devices in stores periodically, but not consistently. Often, the right in-store experience will be enough to earn the Price-Sensitives’ business.
  • The Experience-Seekers – “value the best experience, not just price” (32%). As the largest segment of M-Shoppers, they demonstrate why retailers still need to invest in providing a unique and compelling in-store experience.
  • The Traditionalists – “prefer the in-store shopping experience” (30%). These shoppers are committed to purchasing in-store, making them the least threatening segment for retailers. They are open to interacting with retail stores on their mobile devices, whether by website, store app, or even scanning a QR code.

Opportunities for retailers

Retailers don’t have to resort to automatic price-matching to compete with online shopping. We uncovered several opportunities for retailers to engage M-Shoppers on their phones as part of the shopping experience. These range from varied discount strategies, to exclusive in-store experiences, providing the right mobile-ready information, engaging shoppers in social media, and designing loyalty programs that build long-term relationships with customers.

David Rogers is a globally recognized leader on brands and digital business strategy. At Columbia Business School, he is faculty director of Digital Marketing Strategy programs for executives, and founder of the acclaimed BRITE conference on brands, innovation, and technology, now in its 7th year in New York. David speaks at conferences worldwide, consults to startups and Fortune 500 companies, and is author of three books, most recently, “The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age.” David tweets at @david_rogers and blogs at


Follow IBM Smarter Planet on Google+

Bookmark and Share

Previous post

Next post

October 13, 2016
4:39 pm

wow this is really new for me

cbd vaping

Posted by: Alex Mayer
October 3, 2016
6:23 am

Hi to every one, the contents present at this site are really awesome for people knowledge,
well, keep up the good work fellows.

Posted by: วิธีลดน้ําหนัก อาหาร
July 24, 2016
12:17 am

Nowadays, mobile applications are so famous. Many people prefer to use it than opening the site from computer.

Posted by: Iron Door
July 20, 2016
7:19 pm

Et’s aгe curгently seeking tο mаke money online and say ʏou’rе a newbie foг tɦe woгld оf online revenue, Ьut үⲟu’rе tarting witҺ a tiny startup

Posted by: BereniceCi
July 13, 2016
3:03 pm

Tһe provided built-in media participant mеans that you can play the downloaded
vіdeos and present videos saved in your Mac conveniently,
it doesn’t matter what’s the formаt.

Posted by: programa de baixar videos do youtube
June 29, 2016
5:19 pm

A person гecently questioned tһe Savings Mommy ɦow tо Ƅе
alwayѕ a secret shopper, ɑnd іn thе ⅼine off this month, sҺe ⅼets уoᥙ knoԝ how.

Posted by: User Profile
June 21, 2016
4:27 am

It’s important to keep it running efficiently, and while the
lemon detox diet is not a long-term answer it can help get you back
to good in the short term.

Posted by:
June 4, 2016
7:45 am

Useful info. Lucky me I discovered your site by accident, and I
am surprised why this twist of fate did not took place in advance!
I bookmarked it.

Posted by: Cara Bermain Dewa Poker
June 1, 2016
1:31 pm

Fine method of explaining, and pleasant bit of writing to get information concerning my presentation subject, which i am
going to convey in institution of higher education.

Posted by: ArielNHislip
April 15, 2016
9:45 am

Aսto Management includes management for auto repair shops, сaг and truck dealers,
rentals, body shops and more. Other times, the code may ⲟnly indicate a рroblem circuit and
tһսs extensive diagnostic procedures may be reqսired.
Wɑs the buyer greeting in an efficient and polite demeanour.

Posted by:
April 15, 2016
2:19 am

Helpful post , I Appreciate the analysis ! Does someone know if I could possibly obtain a blank FL DoR RT-6 document to use ?

Posted by: Roxytha SamDim
April 7, 2016
6:05 pm

This is really interesting, You’re an excessively professional blogger.
I have joined your feed and stay up for in the hunt for more of your magnificent post.
Also, I’ve shared your web site in my social networks

Posted by: IPL 2016 Videos
March 13, 2016
7:01 am

Anybody experiencing teeth bleaching level of
sensitivity should initially make sure they aare not applying to much gell in their
trays which will get throughout your gums.

Posted by:
March 12, 2016
11:27 am

Undeniably imagine that which you stated. Your
favorite reason appeared to be on the internet the easiest factor to be aware
of. I say to you, I certainly get irked while folks think about issues that they
just don’t know about. You controlled to
hit the nail upon the top and also defined out the entire
thing without having side-effects , other people could take a signal.
Will likely be back to get more. Thank you

Posted by: ogłoszenia niemcy
March 11, 2016
3:18 am

Includes transcranial magnetic stimulation (TMS) to reduce tinnitus
loudness over time. Natural remedies seek
to address the root cause of your tinnitus. That in essence is why it is essential
users of such machinery wear protection suitable to the noisy conditions.

Posted by: Rodney
March 10, 2016
5:26 am

One of the programming language that I do not understand is MySql. This is because I did not get a lesson in MySql since college days and now I can not use it.

Posted by: I found the best Olympia Kitchen Remodel
March 9, 2016
1:50 am

Many people are loving to shopping online. And mobile apps is the easiest option for them to use.

Posted by: Hacienda Lighting
March 7, 2016
12:07 pm

I’m impressed, I have to admit. Seldom do I come across a blog that’s
both equally educative and amusing, and let me tell you, you’ve hit the nail on the head.
The problem is an issue that too few folks are speaking
intelligently about. I am very happy that I came
across this in my hunt for something concerning this.

Posted by: jam tangan fossil
March 5, 2016
11:03 am

Tremendous issues here. I am very satisfied to see your article.
Thank you so much and I’m taking a look forward to
contact you. Will you kindly drop me a e-mail?

Posted by: Microsoft Combat Flight Simulator 2 WWII Pacific Theater crack
March 4, 2016
12:26 pm

Nowadays, the conditions for your website to be ranked high in the
search engine results are based on the search engine optimization techniques that
you decide to use. The usual SEO methods include keyword research, link building and such.
While effective SEO needn’t be difficult, it does take work.
You have to take price quotes from different SEO companies locally and internationally.

Posted by: Larry
March 3, 2016
3:02 pm

I adore #25 Yuck it Up. I totally agree that Instagram is the channel to present far more of a human aspect.

Posted by: like for instagram
March 2, 2016
10:48 am

I was suggested this web site by means of my cousin. I am
now not positive whether or not this post is written by
him as nobody else know such precise approximately my difficulty.
You’re incredible! Thanks!

Posted by: unclean brush
March 1, 2016
7:27 pm

I think the admin of this site is really working hard in support of his
site, because here every information is quality based stuff.

Posted by: GA real estate education
March 1, 2016
5:17 pm

Of course, I do receive some details for referral It will get you to the website to
obtain the application on your cellular.

Posted by: visita home page personale visita home page personale
March 1, 2016
3:40 pm

Even though you will not require to play Clash of Clans all the
time, when you are not there other gamers can attack your

Posted by:
February 29, 2016
7:37 pm

Public determine control to peddle five-hundred multiple oxygen Jordan IXFontayMontana in order to fresh
air Jordan IXJohnnyKilroy create model off shoot, in all the white-colored deal
with shoes or boots within superb structure, all of the
unbelievably low-profile point by point introduced jewel at share, when you
look at the opposite end to brilliant orangish point, that the tongue separate utilizing
option to FontayMontana speech, in addition to appearance essential proper footwear friends retro colour would be associated with the Colony knicks.
Shooting off handle:

Posted by: cheap shoes websites
February 28, 2016
6:05 am

Developed through known bicyclist LACNCEARMSTRONG LIVESTRONG footing when it
comes to collaboration through NIKE cast articulation show
happens to be carried out manage, commonly be could explode
a new rush in order to snaffle, simply us in no way know JORDAN BRANDXLIVEINGSTORNG among associated
practice, JORDAN ORGANIZATION following your annoyed bullshit colors, at this occassion also correctly couple of %-bloodstream token_sinlow_type design inspiration maintains promulgated an innovative new shadowy discolored colors, as well as being
named THUNDERANDLIGHTNING super blazingly color, formation into your enture set of
footwear all black suede provides main concern at firm, unicom digital component
of blaring wisecrack, perhaps as per compare among yellow-colored transparency, improve a sturdy graphic feeling, increase
the risk for favourite style of will swashbuckling, know JORDAN
SPIZIKE very partner keeping and the remarkable colored yellowish
gloss, is merely a fan of Michael JORDAN horseshoe really do
not miss the selection of running shoes. Snapping finished

Posted by: women jordans
February 27, 2016
8:17 am

I know this site presents quality depending articles and
extra stuff, is there any other web page which provides such data in quality?

Posted by: cd key for counter strike condition zero 1.6
February 26, 2016
6:44 pm

Quality articles or reviews is tthe key to be a focus ffor the users to go to ssee the website, that’s
what ths site is providing.

Posted by: Shiv Nair
February 23, 2016
11:46 am

I know this site presents quality dependent content and other information, is there
any other website which presents these data in quality?

Posted by: Trainz Railroad Simulator 2004 do pobrania
February 23, 2016
9:05 am

great issues altogether, you simply won a new reader. What might you suggest in regards to your submit that
you made some days ago? Any sure?

Posted by: Balko Ryzykowne śledztwo hack
February 22, 2016
11:59 pm

If you desire to obtain a good deal from this paragraph then you have to
apply these techniques to your won weblog.

Posted by: darmowe kody orange pazdziernik
February 22, 2016
6:27 pm

Everything happens online and even your daily time tracking can be done
digitally as well. Limit your self to checking emails 3 times or less per day.
The lower yield of the organic crops means that the farmer
has to price his items higher just to break even.

Posted by: ogłoszenia budowlane warszawa
February 21, 2016
7:51 pm

At this moment I am going away to do my breakfast, after having my
breakfast coming yet again to read further news.

Posted by: klucz dynamometryczny po angielsku
February 20, 2016
5:00 am

You could definitely see your expertise in the work you write.
The sector hopes for even more passionate writers like you who aren’t afraid to mention how they believe.
At all times go after your heart.

Posted by: za darmo rzeczy
February 18, 2016
4:56 pm

The Assistant of State publishes the Filing Quick guide, which supplies
standards for signing up business companies.

Posted by: what to do to start your own business
February 18, 2016
11:37 am

I feel that is among the most significant information for me.

And i am satisfied studying your article. But want to remark on few general
things, The website taste is great, the articles is in point of fact great
: D. Just right job, cheers

Posted by: norma pn-en 471-a1
February 18, 2016
9:53 am

There are four means to do this: conventional price quotes to ensure that business always outshines
its plans, detailed price identification to reduce omitted costs, contingency preparing to fit forgotten products,
and a favorable cash equilibrium throughout the plan.

Posted by: steps to open a business
February 18, 2016
9:39 am

Local business struggle for survival as well as have the tendency
to have a really high failing price, especially in the initial years
after start up. In specific markets, the failing price
is as high as 90 %.

Posted by: Helaine
February 17, 2016
10:49 am

Details, guidance and also training is readily offered on all
aspects of business management such as business preparation, resource as well as risk management, budgeting as well as decision making.

Posted by: help with starting a new business
February 15, 2016
4:38 pm

Hi, I want to subscribe for this weblog to
obtain most up-to-date updates, so where can i do it please help out.

Posted by: norma 1090
February 12, 2016
7:43 am

whoah this weblog is great i like studying your articles.
Stay up the good work! You realize, many persons are looking around
for this information, you could help them greatly.

Posted by: Body Transformation Before After Men
February 11, 2016
7:24 pm

If you want to obtain a great deal from this post then you
have to apply these methods to your won blog.

Posted by:
February 10, 2016
7:55 pm

Hi there everyone, it’s my first go to see at this website, and post is
in fact fruitful for me, keep up posting such articles or reviews.

Posted by: szklany miecz ebook
February 10, 2016
11:33 am

On standalone, when a few period, enjoys your “red-white,” replied all AJ6Carmine specify once again right after 2014 hours.
Through snaps to check out right now, these couple
of AJ6 little bottoms, by accident assumed initially the dark gem at 08
CDP individual difficulties are definitely evident. Albeit satisfied customers generally just this fresh substantial regarding reducing oxidation and even to bring.

Posted by: all jordan
February 10, 2016
9:52 am

My family members every time say that I am wasting my time here at net, however I know I am getting familiarity all the time by reading such good articles.

Posted by: healthy foods tips
February 9, 2016
12:24 pm

You will absolutely surprise to see the magical tricks and comedy.
Don’t feel guilty about wanting anything, unless you intend to steal it.

That being said, you’ll get a great taste of this magnificent place if you take an aerial helicopter tour.

Posted by: Latanya
February 8, 2016
6:18 pm

Appreciating the time and effort you put into your blog and detailed information you present.
It’s good to come across a blog every once
in a while that isn’t the same unwanted rehashed information. Wonderful read!
I’ve bookmarked your site and I’m including your RSS feeds to my Google account.

Posted by: Mikayla
February 8, 2016
3:20 pm

Pretty section of content. I just stumbled upon your site and in accession capital to claim that
I acquire in fact enjoyed account your blog posts. Anyway I will be subscribing on your
augment and even I achievement you get right
of entry to consistently fast.

Posted by: Wampir z zaglebia ebook
February 7, 2016
11:10 pm

Users can now import Quick Heal security setups from a solitary
computer system and also export it to various other
computer systems.

Posted by: Fay
February 7, 2016
6:26 am

I got this web site from my buddy who told me on the topic of this web site and at the moment this time I am visiting this website and reading very informative posts at this

Posted by: gym gear
February 7, 2016
12:56 am

Its a nice blog… and i like your writing
style… Wishing you a very happy valentines day 2016

Posted by: Kiss Day
February 6, 2016
4:38 am

As even more people own and drive cars, we ought to anticipate to see
even more tire repair service alternatives.

Posted by: Virgilio
February 5, 2016
10:57 pm

L’EFFET MAROC est une demonstration professionnelle permettant au royaume materiel et immateriel,
de se confirmer en tant que destination a potentiels tres varies: mer, montagnes, patrimoine naturel.

Posted by: guide voyage marocain
February 5, 2016
5:04 pm

Very nice blog post. I definitely appreciate this website.
Keep it up!

Posted by: log suppliers
February 4, 2016
9:22 pm

Individuals such as James Randi have tried to check cases made regarding aura reading, and when he
likes a couple of straightforward policies to the examination, all the claimants capabilities vanish.

Posted by: Adam
February 4, 2016
12:53 pm

The Wicker Park District has become part of Chicago because ending up being a city in 1837.

Posted by: Charlene
February 4, 2016
12:45 pm

And also from what I was able to achieve from my brand name and also Gangsta Grillz
mixtapes took it to an entire various other degree.

Posted by: Garland
February 4, 2016
9:44 am

‘Are people really searching online for my product or services’.

Improving Site Structure – This second part tells you how to properly structure URLs.
Depending on how how much time you have you can do this about
once per week. A guy named Alan Emtage, a student at
the University of Mc – Gill, developed the first search engine for the Internet in 1990.

Posted by:
February 4, 2016
9:12 am

Will likely Johnson within your Film industry excitement companies
are infamously Jordan readers, most recently snagged as a result of
correspondents as an adult using few of fresh air Jordan 3 vintage ‘eighty eight, your
tracksuit collocation grants you really feel comfy.

Posted by: Windy
February 4, 2016
7:49 am

Brisbane 5 for 1 and skipper Chris Lynn has to walk out extremely
early in their innings.

Posted by: Wilhemina
February 4, 2016
4:11 am

My family members all the time say that I am wasting my time here at net, however I
know I am getting knowledge every day by reading thes nice content.

Posted by: Bernice
February 4, 2016
2:32 am

You’re going to now be capable to get a lot out of music downloads as a result of the recommendation you were given right here was most likely
helpful to you.

Posted by:
February 3, 2016
9:42 pm

Kelly: I became a dog instructor since I
love to create more healthy partnerships in between pet dogs and also
their owners.

Posted by: Latia
February 3, 2016
8:32 pm

Well other than the state of the art establishment we work from, our auto collision personnel is
where we actually radiate.

Posted by: Marti
February 3, 2016
3:49 pm

Door Kind – Partial overlay doors are smaller than the cabinet box, producing the impression of a frame.

Posted by:
February 3, 2016
1:29 pm

La ponceuse a bande est composee de deux
rouleaux sur lequel est tendu un abrasif en papier de verre.

Posted by: ponceuse makita bo6030
February 3, 2016
1:41 am

Ulasan Bermanfaat soal busana muslim ini baru pertama kali saya baca.
Keren sekali dan penting. Tiap mereka yang pakai ataupun sedang mencari busana muslim spt
gamis dan koko di Indonesia wajib baca Ulasan ini.
Mampir juga web saya ya sis, banyak Artikel menarik
yang semoga berguna buat siapa saja pemakai baju muslim.

Salam. EL-HAFIY.

Posted by: baju muslim koko
February 2, 2016
6:21 am

Paragraph writing is also a fun, if you know then you can write or else it is complex to write.

Posted by: get over breakup
February 2, 2016
6:15 am

So your kid’s friend came over to study and now he’s staying over for dinner.

Find out more about best marinade for chicken at his website about ==> easy
healthy recipes for dinner. An additional solution for chicken lovers dining at Cheddar’s is the
Cheddar’s boneless fried chicken.

Posted by: resep cenil
February 2, 2016
5:40 am

Thanks for sharing your thiughts on ibm smarter planet.


Posted by: joshua pellicer
February 1, 2016
5:35 am

Awesome post.

Posted by: Oakley O Frame
February 1, 2016
5:02 am

Hi there, You’ve done an excellent job. I’ll
certainly digg it and personally recommend to my friends.
I am sure they’ll be benefited from this site.

Posted by: sss
February 1, 2016
1:17 am

For internet internet users almost everywhere, the month-to-month bill suffices to warrant remaining on dialup net

Posted by:
January 31, 2016
12:03 pm

Most network solutions give their individuals with safety and security services, and
also linking to the Web Web server is supported by the safety solution of a Web center that is housed within a facilities.

Posted by:
January 22, 2016
11:36 am

Nowadays, mobile apps are really familiar to most of people. So using that apps to reach buyers is the right choice for online business.

Posted by: Toronto wedding photographer
January 12, 2016
6:16 am

Shopping is one of the ways people for refreshing and cope with stress.

Posted by: Heard about Seattle Landscape Architect information
December 27, 2015
9:26 am

Till 2007, the Government of India and the Medical Council of Inia acknowledged the FCPS certification – ever since,
this is being done bby State Medical Councils.

Posted by:
January 16, 2015
1:16 pm

This post gives clear idea in support of the new users of blogging, that really how to do running a blog.

webpage (Flora)

Posted by: Flora
December 24, 2013
6:49 am

Everyone loves what you guys are up too. This kind of clever work and reporting! Keep up the awesome works guys I’ve incorporated you guys to blogroll.

Posted by: Read More
December 24, 2013
5:26 am

There are some interesting time limits in this article but I don�t know if I see all of them center to heart. There is some validity but I will take hold opinion until I look into it further. Good article , thanks and we want more! Added to FeedBurner as well

Posted by: Murray Koosman
December 6, 2013
5:42 pm

Hi! Do you know if they make any plugins to assist with
Search Engine Optimization? I’m trying to get my blog
to rank for some targeted keywords but I’m not
seeing very good success. If you know of any please share.

Posted by: cat games for kids
November 15, 2013
7:43 pm

I’m impressed, I must say. Rarely do I encounter a blog that’s both educative and
amusing, and let me tell you, you’ve hit the nail on the head.
The problem is an issue that not enough folks are speaking intelligently about.
Now i’m very happy I found this in my hunt for something relating
to this.

Posted by: Carrol Standiford
October 30, 2013
4:45 pm

Superb blog! Do you have any helpful hints for
aspiring writers? I’m planning to start my own website soon but I’m a little lost
on everything. Would you propose starting with a free platform
like WordPress or go for a paid option? There are so many choices out
there that I’m totally overwhelmed .. Any tips? Cheers!

Posted by: Nicolette Broch
2 Trackbacks
December 4, 2013
8:34 am

[…] today’s generation of hyper-connected consumers are also looking for faster ways to check-in and check-out to make a purchase. Thus far, acceptance of mobile wallet technology is split along generational lines. Those younger […]

Posted by: Small Businesses Primed to Capture the Mobile Opportunity in 2014 A Smarter Planet Blog
October 15, 2013
10:00 am

[...] on a mobile device is a trend that continues to accelerate. A recent report by IBM describes the various categories of shoppers and what they expect from the online and physical [...]

Posted by: Price is Not Everything, but When it is, Be Ready | Modern Retail Pricing
Post a Comment