Dive Brief:

• More than half of roughly 4,600 people surveyed by Facebook said they would be open to receiving promotional offers and coupons on their mobile phones from a retailer while shopping in-store, according to Facebook IQ research.

• Furthermore, 63% of those surveyed said seeing a Facebook ad on their mobile phones about products in the store would be "useful."

• Another aspect of the Facebook study involving European fashion retailers showed that about 60% of fashion purchases visible to Facebook were made via mobile, and 70% of online fashion purchases had at least one mobile touchpoint.

Dive Insight:

This study is just the latest evidence that shoppers are doing more than just rifling through the hangers in stores.

It has become increasingly obvious that many shoppers use their phones for things like price comparison searches while in stores. Despite the evidence, it may be difficult for retailers to figure out just what to do about it. Some retailers have been happy to invest more in enriching e-commerce and mobile experiences, yet others have been hesitant to do more with mobile promotions out of fear it may disrupt the flow of the in-store shopping experience. But fear not, according to Facebook.

Facebook’s research also found that shoppers using mobile while in-store often were using messaging apps and even opening their Facebook mobile apps while in-store, often to engage in social sharing. Regarding specific apps, about 18% of those surveyed said they used WhatsApp to share photos or videos taken in stores, and 14% used the app to ask others for shopping-related recommendations.

Among Facebook Messenger users, 20% say they used Messenger when they were last in a store, while 18% of Instagram useres who participated in the survey said they used the platform when they were last in a store. Finally, 32% of people who use Facebook said they opened the app when they were last in a store.

This kind of activity may not be news to retailers like Nike, which has tried to encourage more mobile usage and social sharing while in-store by creating more opportunities and locations for it to take place. But, for many others Facebook’s latest research offers an important implication: If shoppers are using their mobile phones in your stores, try reaching out to them before they walk out the door.