With mobile device in the hands of customers and quick adoption of smartphones, will it redefine the shopping habits of customers? I believe it will.
Mobile will increasingly act as research and shopping tool in their hands. Right now, I don't think it is widely used but with increasing app downloads & penetration, mobile internet adoption etc. this is certainly going to change shopping experiences - right from the way they search for products/brands/services and helping them choose & buy them too.
I believe it will be a " check, learn, ask & walk "(CLAW) shopping model on the mobile. It will be a mix of ' text & mortar' shopping. Mobile will overtake internet shopping in my opinion and adoption of mobile in certain categories will be significant.
Which categories need to get ready for this change? An nice study by emarketer can used as a benchmark by marketers to ensure they get ready for this shopping habit transition. In countries like India, China & Japan where the mobile penetration & growth is high - the impact will be felt the maximum.
This mobile shopping habit will have to encompass a mix of mobile apps, call-in advisors, chats, mobile alerts, location based services, mobile coupon downloads & redemption@ the store. Marketers will have to plan for an Integrated Mobile Shopping Experience (IMSE).