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Smart devices, apps and mobile sites changing way people shop

New research by HP shows that the rate of technological change, driven by smartphones and tablet devices, is dramatically altering the way people in Europe shop.
More than half of the top 50 European retailers use more than three channels to sell direct to consumers. However, shoppers’ ever increasing expectations for “seamless cross-channel shopping experiences” means retailers need to better connect the dots between their mobile, online and in-store offerings.
Nearly all of the top 50 European retailers (98%) have a physical store presence, whilst just 86% have a website. Even more surprisingly, more than a third of European retailers (34%) offer a mail order catalogue, although just 28% have a mobile commerce app and 30% have an m-commerce website. Some European retailers are also experimenting with Facebook as a channel, although just 2% are actively offering F-commerce capabilities.
According to further research from YouGov, 74% of smartphone shoppers made a purchase as a result of using their smartphone. Of these, 76% have purchased in-store, 59% online while only 35% have made a purchase via their smartphone.
“The experience in the physical store is critical to a shoppers’ final purchasing decision and retailers must combine the best of in-store, online and mobile services and offerings to provide seamless cross-channel experiences in-store,” says Kobi Elbaz, director, Client Solutions, HP Personal Systems Group.
Emerging trends outside the store, such as increased interaction with touch-based technologies (smartphones and tablets), are also creating new demands on retailers to create similar in-store experiences to meet shopper expectations.

Have you created a great shopping app?
The Appys 2011 with The Carphone Warehouse are now open for entries from retailers and agencies who have created and built shopping apps.
You can also enter branded apps and business solutions apps.
For a full list of categories and how to enter simply go to The Appys celebrates the best in app development and design and the awards ceremony will be held on November 3rd at the Mansion House, Dublin. Book your seats now.

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