Thefindings of the BBB poll match the general expansion of mobile computing thatmay present new challenges and opportunities for both consumers and retailers.
“Mobileaccess to information is changing the way consumers shop,” explained Steve J.Bernas, president & CEO of the Better Business Bureau serving Chicago and Northern Illinois.“When customers have product and price information at their fingertips they arenot only more educated but also put pressures on retailers.”
“Showrooming”is a relatively new retail phenomenon where consumers look at products in abrick-and-mortar store then opt to make purchases online from another source ata lower price.
Whiletwo-thirds of poll respondents are shopping without using mobile computing tocompare prices, retailers should not be complacent and give up on the otherone-third using this method.
“Respondingto this trend stores are improving their websites to make specific informationmore easily available on the go,” Bernas said. “In addition to the competitionbetween different brick-and-mortar stores, consumers compare prices on thestore’s own website and those of other online sellers.”