What is interesting is also to see how shoppers would rather use their cell phones than to ask for a sales representative in order to get advices on which products to choose. What does it imply? For the longest time, health & beauty retailers have incentived their sales person in order to influence shoppers' decision making process. But with more educated and tooled customers, the shopping experienced turned more into checking information on a mobile device.
I still believe human interractions is better than contact with a machine, but nowadays customers don't get fooled about sponsored advices either by celebrities or sales people.
Also, it shows well that the digitalization of the point of sales go more onto personal mobile devices than to equip stores of multiple screens, simple because it allows shoppers to customize their experience.
"he Mintel study found that consumers have a wide range of interests in using mobile in the shopping process. Some even would be interested in using store-supplied mobile technology. This is what interests consumers regarding mobile involvement in shopping: