The role of the smartphone on the offline shopping experience

Abstract

The smartphone has become one of the world’s most popular devices. Its use in the retail buying process has increased significantly over the last decade, particularly in online search and exchange of information activities. However, little previous holistic research has been conducted on the influence of this device on consumer buying behavior. This article, based on a literature review, analyses the smartphone influences on the buying process when it finishes offline, and the actions that the retailer can perform to enhance the customer experience. A theoretical framework is proposed from each stage of the consumer purchase decision process, in order to define the experience context in terms of consumer behavior. Finally, some implications for retail management and research in the mobile marketing field are discussed.