Study by Retail Academics shows that customers tend to buy more items when distracted by the devices in the store
Brazilians spent more than 3 hours looking at their smartphone’s screen during the day, in 2018, according to The State of Mobile report, carried out by App Annie consultancy. The survey places Brazil in the fifth position of the global ranking of time spent with smartphones and, to supermarkets, this is a positive aspect.
Another study, conducted by Retail Academics consultancy and researchers from the University of Bath, in the United Kingdom, demonstrates that the longer the customers spend time with cellphones in the stores, the more items they put in the cart and take home.
Most of the time, the main situations that light up their screens are, boredom in the checkout line, searching for meal recipes, and WhatsApp messages. The survey states that each second of distraction by the customer, correspond to an average of 20 to 40 pennies in the bill, around R$1 to R$2.
Studies carried out in Sweden also show that people put 45% to 58% more products in the cart and the reason is the distraction caused by the cellphone. More than losing focus on shopping, the customer distracted by the cellphone tends to walk aimlessly between the aisles of products they do not usually buy.
Another data confirmed in this survey, is that the exposition to varied products in the stores reminds the distracted customer of things missing at home as well as inspires impulsive purchases. Regardless the supermarket’s size, the fact is that the larger the product assortment, faster our brain closes itself to the items we listed for buying.
However, when being interrupted by the cellphone, the concentration is lost and this completely changes our behavior inside the store. Retail Academics carried out the survey in 294 buying sessions and one later experiment with 120 consumers in the University of Bath.