Consumers are living through their mobile phones, and few areas have been affected as much as retail. Economist Intelligence Unit research shows how consumers are leading the mobile charge and retailers are finding there is no turning back.

1. Merchants on the move
Retailers face mobile shoppers
Source: The new retail: From mobile aspirations to business results.
EIU survey of 156 executives; sponsored by AT&T

2. Mobile transforms retail for shoppers and store staff
Source: The new retail: From mobile aspirations to business results.
EIU survey of 156 executives; sponsored by AT&T
Positive impact of mobile devices and apps
Seasonal/peak demand management
Store operating margins
Traffic volume
Traffic to sales conversion
Customer loyalty metrics
0% 20% 40% 60% 80%
64%
64%
50%
52%
66%

3. Mobile features draw in shoppers
Source: The new retail: From mobile aspirations to business results.
EIU survey of 156 executives; sponsored by AT&T
0 10 20 30 40 50 60 70 80
Store locator apps
E-mail communication
Mobile-video ads
Social media integration
Mobile payment apps
Product-search apps
Geo-targeted promotion
Mobile coupons
72%
69%
66%
59%
57%
57%
75%
74%
Retail marketers say most shoppers have a positive response

4. Mobile change will affect business results
Source: The new retail: From mobile aspirations to business results.
EIU survey of 156 executives; sponsored by AT&T
Will it have a positive or negative impact over the next 3 years?
The company’s bottom line
Positive
No effect
Negative
Don’t know75%
18%
The customer experience
Positive
No effect
Negative
Don't know82%
14%

5. Mobile changes haven’t peaked yet
Source: The new retail: From mobile aspirations to business results.
EIU survey of 156 executives; sponsored by AT&T
How will mobile use change behaviors over the next three years
0 20 40 60
Don't know
No change
Minor change
Moderate change
Major change
Among employees
Among shoppers
30%
25%
42%
35%
27%
22%
8%
5%

6. Of retailers say it’s at least
“moderately important” to deploy
mobile devices to create an
omnichannel experience. But
only a third would call themselves
leaders or early adopters of
mobile technologies
84%
But from theory to practice, something got lost
Source: The new retail: From mobile aspirations to business results.
EIU survey of 156 executives; sponsored by AT&T

7. Many still feel they lag their omnichannel rivals
Source: The new retail: From mobile aspirations to business results.
EIU survey of 156 executives; sponsored by AT&T
How would you rate your company’s success in developing an omnichannel experience?
Well below average
Don’t focus on developing
Well above average
Somewhat below average
On par with peers
Somewhat above average
0% 5% 10% 15% 20% 25% 30% 35%
28%
19%
5%
14%
6%
29%

8. To download the full report, “The
new retail: From mobile aspirations
to business results” go to
http://bit.ly/1CnAvM5
Check out more insights, research and viewpoints from marketing
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