Mobile wielding shoppers seek holiday gifting ideas

47% of consumers are looking for holiday season gift ideas and inspiration when they shop online or in-store, according to research by Periscope By McKinsey. And the smartphone has become a vital aid for them.

The company surveyed people in Canada (500), Germany (501), the UK (501) and the US (1,020). Browsing in-store was listed as the top research channel utilised by those in Canada (70%), the US (65%) and Germany (63%), while using search engines or browsing retailer websites were the number two go to research channel. However, the top preference for UK shoppers (74%) was browsing retailer websites ahead of in-store.

Smartphones are being tapped for a variety of select purposes whenever shoppers visit bricks and mortar stores. The research shows 51% of consumers use them to compare prices with competitors, 33% to search for in-store discounts or coupons, and 30% to look up further product information.

For those aged 18-39, facilities such as mobile PoS, digital displays to view products, the ability to self-check-out, and get offers on their phones all add up to a more convenient and consistent experience.

“Given these trends, it’s becoming clear that the winners of this holiday season will be those retailers who get personalisation right, create omnichannel experiences, and win the battle of consideration by launching promotional campaigns earlier,” says Brian Elliott, Founder, Senior Advisor & Head of Innovation at Periscope By McKinsey.

The ability to target relevant and personalised offers is increasingly becoming the deciding factor in a retailer’s success, he adds. Added to that shoppers have come to expect and actively engage in omnichannel experiences.

“Retailers have long recognised the reality that their customers shop in omnichannel ways but have been slower to implement truly omnichannel programmes that can follow customer across the entire consumer decision journey. Finally, timing is everything: providing options early in a shopper’s planning cycle and/or providing curated and easy-to-navigate options for gifting will win the consideration battle.”