Although currently mobile channel (phones and tablets) sales are not making a huge impact on e-commerce, predictions tell a different tale. In a report released by e-marketer, “by 2016, 85% of digital shoppers will be mobile shoppers as well”.[1] Forrester’s released a study that predicts that mobile transactions will be the majority of e-commerce by 2018, amounting to $293 billion.[2] This should come to no one’s surprise given the amount of time we, as consumers, spend on our devices. Mobility allows us to spend more time conducting on-line shopping since we can do this at any time and from any place on our smartphones or tablets. Consumers are accessing the Web more than ever, while sitting on the subway on the way home from work, waiting for a friend at lunch, at the office, on vacation, in the backyard, you name it and you are able to use the ease of your mobile device to purchase a product or service at your convenience.
So how does the retail industry address this fast-changing future mobile era?
Today, most channels include mobile to different degrees. For example, a consumer may utilize their smartphone or tablet to research production information or conduct a price check while at the store or utilize a personalized promotion while in the check-out line. Consumers control their experience and retailers in response must adapt to serving their consumer.
One way to get in front of the mobile consumer is to arm their sales associates not only with product knowledge but with mobile technologies that help improve customer service, merchandising, marketing, productivity and sales. This enables the associate to help the consumer seamlessly with real-time interactions that improve the shopper experience. Associates can benefit from mobile technologies to check availability, locate products, match purchase history to personalized offers, analyze foot traffic and much more to improve customer interaction and in-store operations.
Another way to address the mobile era is data analysis. Omni-channel interactions, loyalty programs, social media and other transactions have given retailers an increased ability to streamline data (behavior and preferences) on a constant and consistent basis. Due to this increased amount of information, retailers must be able to secure and manage data where they can access it and perform efficient analytics so that they are able to create accurate content and personalized offers to improve consumer engagement and experience. From real-time inventory checks, customer location knowledge, purchase history, quick and efficient specific products, retailers can develop and deliver personalized and timely offerings that improve the shopping experience. For example, if a retailer like Target, manages, analyzes and streamlines their data, consumers will be able to access real-time data when searching for products on their mobile app. This enables the consumer to have more knowledge on the product they are interested in and helps to create a positive and seamless interaction when speaking with a sales associate or visiting the store.
With solutions such as big data and analytics, social, consumer insights, and many more, we help top retailers better engage with consumers and gather data to improve personalization of offers and provide a seamless (digital and in-store) shopping experience. You can read more on our solutions here!
[1] Source: http://www.emarketer.com/Article/More-Shoppers-Reach-Mobile-Browse-Buy/1009615#69kWrrPPi0BFgF4p.99
[2] Source: Forresters
[3] Infographic: http://www.retailcustomerexperience.com/blogs/want-to-connect-with-customers-think-mobile-first-infographic/
