Yesterday, we came across this article on Digiday discussing the impact of the smartphone era on consumer purchasing that we wanted to share. Working daily with clients to create mobile websites and proprietary mobile apps, we understand the growing importance and prominence of smartphones in consumers’ everyday lives.

How Smart Phones Influence Buying
by Jack Marshall

“Does mobile drive shopping? Well, it depends.

“According to research Google and Ipsos conducted over the 2011 holiday period, smartphone devices play a role at different parts of consumers’ paths to purchase, but they do so in different ways for different people.

“For example, 41 percent of those who used their mobile phones to help with shopping said they purchase directly from the device itself, while 37 percent claimed to have researched on a phone before purchasing on a desktop. Meanwhile, 46 percent of respondents said they’ve researched items on a smartphone before going in the store to buy, and, interestingly, 19 percent have researched products both on a smartphone and in-store before purchasing online.

“An interesting point to note from the 600-person survey is the number of users that went in-store to research but opted to purchase online instead. This likely reflects the cheaper price-points often offered online, but it suggests consumers still like to see products in person before committing to a purchase.”

In Classic Style, the luxury online magazine created by renowned restauranteur Carl Christian will soon be launching a web-based app for its members. The app is being designed and developed by Laidlaw Group. In Classic Style joins Boston’s Best Cruises and Water Taxi who are currently working with Laidlaw Group to reach their customers via mobile.

Laidlaw knows mobile is a must in today’s tech-savvy world. We offer three solutions to bring our clients directly to their customers’ fingertips. We can create a mobile app, a mobile website designed specifically for ease of use on mobile devices or we can rebuild websites not currently viewable on mobile devices or tablets. “With our suite of mobile services, we’re putting our clients’ brands directly into the hands of their clients and customers,” says Cindy Laidlaw, agency Principal. “The proprietary platform we’ve developed for apps is web-based, instantly updatable and can be customized to meet a range of client needs, from connecting customers to Google Maps for wayfinding, providing e-commerce purchasing capabilities, offering instant access to dinner reservations and launching promotions. Our clients have immediate access to their customers 24/7.”

In Classic Style will benefit from Laidlaw’s substantial experience integrating print, web, social and mobile platforms to define brand identity. “Today, information accessibility has to be immediate and available from multiple platforms,” says Cindy Laidlaw, agency Principal.

It’s a mobile revolution at Laidlaw Group. In today’s smartphone, iPad-crazed world (according to PCMag.com, over 4 million iPhone 4S devices were sold during the phone’s launch weekend), we at Laidlaw know that mobile platforms and apps are a must to take our clients to the next level of their marketing/communications programs. Consumers want what they want, when they want it, in the palm of their hand, at the touch of a button. In fact, research shows that today, more people are accessing information from handheld devices than from their desktops.

With Laidlaw Group’s first web-based mobile platform, we’re taking clients front and center to their target audiences. Our proprietary platform can be customized to meet a range of client needs, from connecting customers to Google Maps for directions, providing instant ticket purchasing capabilities, offering access to dinner reservations and instant couponing. Our clients have immediate access to their customers 24/7.

Laidlaw Group Principal Cindy Laidlaw says, “We’ve been working on this for over a year, and every minute we put into its development was worth it.”