For many physical vendors, internet has all the earmarks to be his bitterest enemy. They believe that online stores are taking all its customers and that it is impossible or very difficult to compete with what they offer. The situation has become even more difficult now that consumers always carry internet in your pocket and you just have to take your smartphone to connect to the network, look for the product that interests them and maybe buy it in competition.

But according suggest the findings of a study by Ipsos Media CT and Sterling Brands to Google, among physicists sellers there are many myths about internet and mobile devices. The smartphone is not an enemy, they say, but it can be a very powerful ally to improve the shopping experience and get consumers out of stores happier (and, ultimately, consume more).

The study focused on perceptions of consumers and their buying habits to conclude that digital is now part of everyday life and what is done in offline is very interconnected with what is done offline. In addition, the offline shopping experience is now not getting everything consumers expect.

2 out of 3 consumers do not find the information they need during their shopping experience shop and 43% goes frustrated trade (making, point in the study, an opportunity to all digital). Customers want retail firms give them more information. In parallel, who use a smartphone for searches are more open to using it in shops. 71% ensures that your smartphone has become an important part of their experience in physical stores.

Internet can push the consumer to physical stores

The first of the myths about the relationship between the network and physical stores that dismantles the study is that the information that appears on the Internet only just becoming sales for ecommerce. The reality, they say based on research data, is that also leads to physical sales.According to the study, 3 out of 4 consumers find local information in their search results are more likely to go to (and physical) local trade.

Among the information value is more knowing what cost them the product at a nearby store (75%) and if available (74%), hours of service to the public and other similar details (63%) or location the nearest store where they are (66%).

The smartphone can help store sales

One of the widespread beliefs by vendors is that the smartphone is a distraction during the in-store experience and all you will get is that online purchases are closed and not offline. But the study said the smart phone is actually an extension of the store.

42% of consumers look for information during the sales process and, although the majority (64%) used for this purpose search engines, nearly half of the users are directed to the website of the store or your mobile app. Only 30% goes to the web or app competition to find the product you are looking in the store.

The recommendation, to thread the study, is to convert the smartphone in a shopping assistant and thereby stimulating consumption. Sephora, for example, has a mobile application that provides access to reviews of the products you have in store (with ratings and reviews) and that enables the consumer find the product that best suits your needs. The saleswoman is well combined with the views of real customers who have tried the product, making the consumer feel more and better informed.

Internet has not reduced consumer expectations

The retail sector believes that the Internet boom has reduced expectations that consumers have about the shops. Now they are just points to close a transaction and little else. The study shows that’s not true. Consumers still expect a lot of physical stores and continue to use them at all stages of their shopping experience. Thus, 32% going to a physical store when considering buying something (ie, before even do an internet search to see what the best product) and 33% do research on what to buy directly in store.

In addition to assessing the experience of simply shopping, consumers still expect a lot of retail. They want the shopping experience is customized and brands bet for some customization. They want to see who understand. In addition, consumers appreciate things that can give them physical stores.85% is more open to buy in physical stores that offer coupons and discounts on site and 64% appreciated when offered recommendations to make specific purchases or for a particular product is kept.