Consumers are now using an average ofåÊfive ‘connected’ devices in the purchase process, compared to 2.8 devices a year ago, but retailers are not fully exploiting the potential of personalization, according to research from digital marketing specialist agency DigitasLBi. Shoppers are increasingly adopting myriad devices, ranging from PCs, laptops, smart TVs, tablets, smartphones and wearable tech.

And shoppers are increasingly using them to browse, research, compare prices and ultimately purchase goods, with 28% of consumers using phones to buy items and 20% using tablets.

Smartphones In-Store

“Technology‰Ûªs relationship with physical shops also means that 85% of consumers use their smartphones while visiting a store, and 55% said that smartphones have changed the way they shop,” Ben Bold writes. “The 2015 Connected Commerce report found that thanks to a “significant rise in the use of connected devices, including wearablesåÊ(with 17% of shoppers claiming to now own a wearable device)åÊand an increase in social commerce,” there is a growing onus on retailers to “personalize the shopping experience in order to boost sales.”

DigitasLBi argues that retailers should be capitalizing on the growing consumer appetite for connected tech by personalizing shopping experiences, with 62% of respondents claiming that they buy more and more often from those retailers that offer bespoke experiences.

Greater Personalization

“Furthermore, 27% of consumers actively look for personalized offers when shopping online and 75% log in to e-commerce sites that cater to their own personal preferences,” Marketing Magazine report. “The desire for greater personalization extends into physical stores, with 70% of consumers saying they would engage with in-store connectivity such as GPS and wi-fi tracking were they to receive customer benefits such as money-off vouchers. The report also found that social media is having an increasing impact on buying habits. Facebook affects the shopping behavior of over half (52%) of respondents, up from 36% in 2014; while Pinterest influences 46% of consumers and Twitter affects 36%.”

Social Commerce

“Using social networks to make transactions is also growing in popularity, with 28% of social network users saying they have bought directly off a social platform. Jim Herbert, DigitasLBi Commerce‰Ûªs managing partner, said: “We also know that 62% of smartphone users would be happy to use their devices to pay in-store. “With the launch of Apple Pay in the U.S. and the growing number of start-ups in the in-store payment arena, 2015 could be the year of mobile payment. Brands and retailers would be wise to take note of the fact that mobile is set to fundamentally change the retail experience.”

Your advertisers can’t ignore the 16% of consumers who are showroomers. According to AudienceSCAN, these smartphone users are mostly womenåÊ(56%) looking for the best deal. Showroomers love entertaining (42.5%) and photography (35%), so they might be price-matching cameras and party accessories they need for their next flings. You can’t go wrong with pushing out mobile smartphone app ads or text message ads to these consumers since they’re on their smartphones anyway (and they’re 82% more likely than average to take action on those ads).

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.