About four in ten shoppers report checking sales and promotions available to them on a retailer’s mobile app while shopping in-store, according to the 10th annual Retail Info Systems News study. 

According to Statista.com, the report found that several different online consumer behaviors bled into the physical retail experience including, checking sales and promotions, comparing prices, and researching products. Shoppers were also looking to their screens to cut out some of the tasks a salesperson would perform, such as checking inventory and scanning bar codes.

Smartphones act as a perfect shopping companion, bringing some of the convenience shoppers look for online into the physical retail space.