iPad: The retail conversion machine

October 3, 2011

How do you turn eyeballs into sales? Some of America’s top brick n’ mortar and online retailers have a new secret weapon, a magical and revolutionary device that almost compels shoppers to turn their desires into fully realized deliverables. More shopping, more buying — that’s the power of the Apple iPad.

Honestly, walking past the bedroom door and seeing my wife using the iPad in bed gives me pause. Yeah, she looks good, but that’s not the only thing that sends a shiver down my spine — I know she’s shopping.

According to the Wall Street Journal, she’s not alone and cash registers are ringing — whereas 3 percent of shoppers using a PC click buy, up to 5 percent of those using a tablet, which until the Kindle Fire ships means an iPad, pull the trigger.

That said, the data’s actually from Forrester Research and analyst Sucharita Mulpuru, author of the study, has more good news for retailers — iPad shoppers don’t just buy more often, they’re also buying more with each “order now” tap, receipts that up to 20 percent bigger.

Given that “only” 9 percent of the shoppers covered in the data have tablets — iPads accounted for an 80 percent share of Q2 tablet sales — we might be looking at a case of the tail wagging the dog. However, if you’re a retailer, attracting customers that buy twice as often and spend more each has to be a very, very tempting prospect…

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