Having a mobile website isn't just to boost your website sales and enquiries. Research from Google suggesting that the relationship between digital and in-store shopping is far more connected than you might think.  In fact, having a good mobile website could lead to a better in-store shopping experience. 

The study, by Google, Ipsos MediaCT and Sterling Brands, reveals that consumers want more information and customized experiences during their shopping journey: Two in three shoppers who tried to find information within a store say they didn't find what they needed, and 43% of them left frustrated. And 71% of in-store shoppers who use smartphones for online research say their device has become more important to their in-store experience.

Retailers need not worry that customers may just use their mobile to shop on their ecommerce store. However, 3 in 4 survey respondents who find local information in search results helpful are more likely to visit stores. 

Shoppers would find this information very useful in search results:

The reality is shoppers are using their smartphones to search for items nearby so they can visit your store. Often, they will know what they are looking for and be browsing online before walking through your doors. You should use this opportunity to make your website your best sales assistant by answering the above needs. Since Google now rank those with responsive design higher in mobile search, you should seriously consider getting responsive design for your website if you don't have this already.