Most women want to stick with the bricks


ShoppingSavvy shoppers are well aware that there are many opportunities to buy online, and to find deals as well. But a survey says that three out of four women surveyed still prefer to go to an actual brick and mortar venue when shopping for clothing and shoes.

The study comes from Swirl, which runs a mobile marketing platform. And here are the key numbers: Despite the fact that 53% of all women surveyed have between one and five shopping apps on their mobile device, 76% would rather go to the store for clothing and shoes than use a mobile device for the transaction.

“Women overwhelmingly prefer to shop for clothes and fashion in retail stores rather than online via their smartphones or laptops,” said Hilmi Ozguc , Swirl’s CEO. “That is not going to change dramatically anytime soon. Retailers have a huge opportunity to use mobile technology to influence shoppers by delivering personalized content and offers where and when they matter most – while customers are shopping in their stores.”

The survey notes that women prefer stores even though there are undesirable elements associated with them, including crowds, parking and for some, interacting with sales personnel.

Nonetheless, shoppers are more likely to seek advice from friends and relatives about shopping decisions rather than using a mobile application while in-store for information. And only 22% will use a mobile device to make a purchase even when a desired item is out of stock at the venue they have visited.

RBR-TVBR observation: For broadcasters, there are powerful messages here. For starters, the conclusions derived from this study should be shared with your clients, and from there, they should be used to guide messaging. The ideal use of mobile for this class of advertiser is to use it to drive business to an actual geographical location; and broadcast messaging should be used to underscore the same point.

For the record, this writer cannot imagine buying any apparel item more complex than a t-shirt online. However, that may be due to the author’s suspicion that the apparel manufacturing industry has determined that adults with the author’s build simply do not exist.