Mobile Retail and Its Impact Today

It’s no secret that mobile technology has permanently changed our lives. We can now contact anyone and access the tiniest bit of information from nearly anywhere—using our increasingly sophisticated smartphones and tablets. These mobile capabilities are also beginning to transform how consumers shop and interact with retailers.

The Growing Mobile Trend

A growing number of consumers are using their mobile devices to not only shop but also do product research. Shoppers can look up online reviews while browsing in a store, or they can simply shop on their device. While the majority of holiday shopping revenue is still generated by brick-and-mortar locations, many of these stores are slowly losing the battle against online retailers. That’s why traditional retailers must differentiate themselves from online shops while also embracing consumers’ growing use of mobile technology.

Catering to Mobile Shoppers

Today’s brick-and-mortar retailers can actually make mobile work for them, rather than against. Advanced retail analytics technology can help by leveraging a company’s existing surveillance technology to gather and make sense of data from across the enterprise, including the store, the web, contact centers and more. They then provide actionable information to employees in marketing, merchandising, store planning and loss prevention.

Retail analytics can also help distinguish a brick-and-mortar store by improving the customer experience in several ways. When employees possess detailed customer information, they can better serve them—a strong selling point against online-only retailers.

Using analytics data on customer traffic patterns, dwell time and queue length, the store can help maximize the effectiveness of their merchandising—and more importantly, begin to reduce waiting to improve the opportunity for each customer to quickly and easily find exactly what they need.

Finally, managers can improve the store’s lighting, sound and décor to make it more of a destination, rather than a quick stop. They could even provide free in-store Wi-Fi to actually encourage shoppers to log on and do a little product research, connect with friends or share their experiences on social media.

These types of small changes have a big impact on customers by making them feel comfortable and understood. This can encourage them to come back regularly—instead of logging on to an online retailer.

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