SoMoLo Shopper: Revisited

A SoMoLo shopper leverages social, mobile, and location based services while shopping. With that definition, you’d think we all are considered a part of the SoMoLo crowd. How many times have you or someone you know accessed the Amazon price checker aTranslogixpp on a mobile device while shopping in brick and mortar stores?

But, the SoMoLo term covers a much wider range of usage than simply calling up a mobile app while you are in the store. In fact, “87% of connected consumers prefer to use websites and browser-based mobile sites for browsing and shopping, whereas only 4% prefer smartphone and tablet apps.”1 SoMoLo describes consumers who use a combination of QR codes, mobile apps, websites optimized for mobile, text messaging, social deals, social media, GPS, and other location-based services during the shopping experience.

A demographic sketch of who the average ‘connected consumer’ is remains a debated topic. Zmags reported back in January, the average ‘connected consumer’ is a woman in her 40s with a mean household income of 63,000. She owns more than one internet-connected device (tablet, smartphone or laptop) and likes to shop for mostly jewelry, clothing, and toys.2

Meanwhile, other data shows that tablet owners in the UK are mostly male and prefer to shop for electronics on their iPads.3 Using a PC or laptop to shop is still the most preferred method, but tablets come in close second and the average tablet order is higher than the average order made on a PC.4

Unfortunately, the capabilities that retailers are currently offering the tech-savvy SoMoLo shopper do not meet the shopper’s expectations.5 There is a great gap between what types of actions consumers wish to participate in via mobile commerce and what actions retailers are actually making available to them. Take a look at these SoMoLo shopper expectations by percentages with associated delivery rates, reported by Commerce in Motion:

  • 46% expect to place order via their phone – – – 38% of retailers deliver
  • 42% expect product pricing & availability on their phone – – – 30% of retailers deliver
  • 38% expect to browse/shop/buy on social sites – – – 22% of retailers deliver

Retailers will have to implement mobile commerce strategies to meet consumers’ expectations.6 Commerce in motion challenges, “Retailers must understand how their customers prefer to interact with them, figure out how to present a consistent merchandising and transactional experience across all of their customers’ preferred touch points and optimize their content to maximize the revenue potential of their customers’ preferred channels and devices.”7

Whether you desire to become a SoMoLo Shopper, or you are trying to attract one, the motivation is the same – leverage all the tools necessary to create the best mobile commerce experience.

1-2Meet the connected consumer: how tablets, smartphones, and facebook are changing the way consumers shop across retail categories,” from

3Early Adopter Profile of a UK Tablet Owner, Demographically Mostly Male, Married and Tablet of Choice is the iPad,” from

4Tablet shoppers spent 21% more than other consumers,” from

5-7The SoMoLo Imperative : Social, Mobile, and Local Shopping Reaches the Tipping Point,” from


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