I was reading an article the other day that stated 96% of consumers comparison shop, with 85% using the web to do so, and thought how the explosion of wireless networks and devices has aided consumers to more easily perform this task. Our continued reliance on wireless networks was evident while on our family vacation in a small Texas town of slightly over 11,000 people. My son armed with his new iPod touch assisted his grandmother in price checking the cowboy boots she had picked out at a local boot and hat shop found along the popular tourist destinations’ main street. I thought for sure, we would be heading to the larger boot retailer out of town, and was pleasantly surprised by the results of his comparison shopping.
It is second nature for consumers to want to perform due diligence and know they are getting the best deal for their hard earned money. Now more and more folks simply un-holster their smart phone and utilize one of many comparison shopping applications available. In our case my son quickly logged into the store’s free Wi-Fi network and opened a browser to the address of a well known boot outfitter in nearby Austin. I was amazed to find the small business owner confidently waiting to complete the sale and unfazed by our comparison shopping, since he darn well knew he had properly priced the boots.
Competition for the consumers dollars is fierce and small business owners must be on top of their game in order to survive and flourish as our economy continues to rebound. If you have a brick and mortar presence and can provide Wi-Fi access for your customer, a mobile friendly website and competitive prices, you’re on the right track for success.