Use Mobile To Engage With In-Store Consumers In China

June 20th, 2014

Kelland Willis

Julie Ask

With contributors:

Zia Daniell Wigder , Laura Naparstek

Summary

Globally, mobile has changed the way consumers shop: They expect both to research and purchase goods on their mobile devices. The biggest sales opportunity in mobile is not driving digital sales, but influencing local in-store sales. Nowhere is this more acute than in China, where there are more than 400 million smartphone subscriptions, but only about 13% of retail sales are estimated to be digital. Consumers in China are showing mobile prowess — and willingness — to use their mobile devices during the shopping life cycle more now than ever before. Too few businesses offer mobile services to drive digital or offline sales. This report helps eBusiness professionals with a retail operation in China understand consumer mobile adoption and shopping habits in China and the business opportunities these new habits open up. As eBusiness professionals and their digital teams are increasingly tasked with driving omnichannel initiatives, they must focus on in-store mobile usage.

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