Reasons for using mobile phones when shopping in a physical store Singapore 2019

According to a survey on consumer shopping behavior conducted in Singapore from April to May 2019, 72 percent of respondents stated that they used their mobile phones when shopping in a physical store to compare prices online for the same item to ensure they were getting the best deal. Consumers’ habit of using mobile phones while shopping in an offline retail space may challenge the retail industry to make adjustments accordingly.

Reshaping the retail industry

     The retail industry in Singapore has been evolving along with consumer shopping habits and preferences. Consumers were no longer divided into those who shop online and those who enjoy shopping in brick-and-mortar stores. Some categorizations for different types of shoppers that may best describe the current shopping trends in the country included researcher and bargain hunter. These types of shoppers may reap the benefits of their mobile devices to help them gather ideas, research for products, or find similar products online to get the best value-for-money deals even while they were browsing in a physical store.  

Showrooming and webrooming practice in Singapore

      Checking out products at a physical store to make online purchases for the same product with better value for money, or showrooming, is a common practice in Singapore. Shoppers that practice showrooming believe that they can get a better offer by comparing the price of the product online. On the other hand, shoppers with the tendency to practicing webrooming may have done some research for the product online before completing their purchase in a physical store. This, too, may be a possible way to enhance their shopping experience as they can inspect the quality of the product more thoroughly.