Findings Suggest that Retailers Need to Invest in Mobile Point-of-Sale and Near Field Communication Technologies
While many mobile phone based retail technologies are still in their infancy, the recent “Mobile Point-of-Sale and NFC Survey,” commissioned by Honeywell (NYSE: HON) and conducted by Harris Interactive in December, 2011, indicates a growing interest from consumers. The survey found that an overwhelming 97 percent of survey respondents stated that the integration of Near Field Communication (NFC), which allows consumers to store credit card information on a smart phone, will play a key role in their next cell phone purchase.
The findings are particularly relevant in retail settings. Nearly half (47 percent) of those surveyed said they would be interested in using an NFC enabled smartphone to complete check out transactions. Furthermore, almost three quarters of U.S. adults (72 percent) have already been offered the option to pay for their purchases via their smartphone.
As consumers increasingly rely on smartphones for more than phone calls and email, the survey showed a growing interest in mobile technologies that allow users to have a more informed shopping experience. Nearly half of the consumers surveyed (47 percent) expressed interest in using their smartphones for price comparisons or product reviews to ensure they’re getting the product best suited for their individual needs. Additionally, 19 percent of customers have already used their smartphone to scan items while shopping in order to streamline the checkout experience, rather than use traditional checkout lines.
The study also looked at consumer behaviors and experiences in accessing mobile coupons and loyalty rewards cards. Of those surveyed, 34 percent stated they would be very likely to redeem mobile coupons via a smartphone to save on retail purchases. Additionally, 28 percent said they have used their smartphone to redeem electronic gift cards. Another trend the survey noted was an increase in electronic brand loyalty cards used by consumers. In fact, 28 percent stated that they have already used their smartphone to access brand loyalty cards at checkout.
“Over the past three years, Honeywell Scanning & Mobility has surveyed consumers to uncover the latest trends in retail technology,” said John Waldron, vice president of worldwide marketing, Honeywell Scanning & Mobility. “We’re excited to see a growing interest in the adoption of mobile technology in retail environments, and look forward to offering continued support to our retail customers as they implement new applications, scanners and mobile devices that help improve productivity and the customer experience.”
Last year, Honeywell conducted a survey, “Mobile Couponing Survey,” to gauge customer interest in mobile point-of-sale (POS) and mobile couponing and found that only 18 percent of adults owned a smartphone as compared to the 2011 results which revealed that this number has increased to 40 percent. The year-over-year analysis also indicated that while more consumers own smartphones, there has been consistent interest in checking out via mobile POS.
Survey Methodology
The 2011 survey was conducted online within the United States by Harris Interactive on behalf of Honeywell Scanning & Mobility from December 13 -15, 2011 among 2,525 adults ages 18 and older. The 2010 survey was conducted online within the United States by Harris Interactive on behalf of Honeywell Scanning & Mobility from December 16-20, 2010 among 2,309 adults ages 18 and older. These online surveys are not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Ebony Freeman at ebony.freeman@honeywell.com.
Honeywell International
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