With a focus on innovation, the International Council of Shopping Centers (ICSC) Florida Conference brought together thousands of shopping center industry professionals—shopping center owners, developers, managers, marketers, retailers, and more—in Kissimmee, FL on August 19-21, 2012.
George Metalsky, Boingo’s Partnership Marketing Manager extraordinaire, participated on the panel, Digital Media on the Move and Its Impact on B2C & B2B and delivered his presentation, Mobile: The Bridge between Clicks & Bricks.
In addition to challenging the audience with an entertaining and informative game of Mobile Jeopardy (e.g. The year mobile Internet users are expected to eclipse desktop users according to comScore. What is 2014?), George shared his insights on how consumers are using smartphones in the retail environment. Working with Boingo venue partners like The Cafaro Company, Caruso Affiliated, Glimcher Realty Trust, Urban Retail Properties and Westfield America, George helps shopping centers cater to consumers with Boingo Wi-Fi, secure advertisers to sponsor the network and put the wireless technology to work beyond free Wi-Fi access.
Some attendees were surprised to learn that more than 50% of shoppers use their phone to do research while they’re in a store (comScore), and others were thrilled to hear that in-store mobile research is contributing to, rather than taking away from, sales in brick-and-mortar locations (Deloitte). In fact, Deloitte’s research also shows that smartphone shoppers are 14% more likely to convert and purchase in store than non-smartphone users!
As the largest operator of mall Wi-Fi networks in North America, we agree that smartphones are the new favorite shopping companion and are witnessing first-hand how mobile is transforming shopping behavior. Do you depend on your device during shopping excursions? If so, what do your in-store research activities entail—comparing prices, checking product reviews, looking for coupons, consulting friends for their advice?