How Retailers Capitalize on Online Shoppers

Trend of blending online and in-store shopping experience continues to grow.

By on April 29, 2013

More consumers are shopping online and the growth of ecommerce is expected to reach $370 billion in sales by 2017, according to Forrester Research. Mobile devices have played a significant part in the ecommerce trend with 79 percent of smartphone owners using their phones to assist with shopping. Now, retailers are offering services that allow customers to enhance their mobile shopping experiences.

Amazon has always been an online shopping destination. More recently, the company introduced its Amazon Prime membership to give frequent shoppers additional perks. With a Prime membership, shoppers get free two-day shipping and, straying from its traditional offering, unlimited streaming of movies and TV shows.

Popular retail chain Target has also found ways to heighten its customers’ mobile shopping experiences. Users can receive notifications about exclusive deals and coupons through texts, keep track of items they need through an electronic check list called TargetList and scan weekly ads for items to be added to their TargetLists. Smaller retailers, such as Dollar General, have also recently started texting coupons to customers, allowing them to receive up to five coupons per month.

Large retailers like Walmart, Macy’s, Best Buy as well as smaller retailers such as the clothing store Zumiez have begun making their stores extensions of their online shopping operations by allowing customers to place an order online and pick it up at the store rather than wait for delivery and pay for shipping.

In addition to in-store pickup, vendors such as Home Depot and Foot Locker are now allowing digital and mobile payments such as PayPal to now be included for in-store purchases. These mobile payments mean customers do not have to carry cash or credit cards, helping to drive sales and keep customers happy.

More information on online shopping trends can be found in this article from All Things D.