Thursday, June 28, 2012

What is the best in-store mobile shopping strategy?

Mobile is transforming in-store shopping by enabling consumers to use their smartphones to compare prices and make purchase decisions.

However, showrooming is just one small part of how mobile will impact in-store shopping, with apps, coupons, push notifications and mobile point-of-sale systems increasingly being used to drive foot traffic.

Most retailers are still in the test-and-learn phase when it comes to using mobile to engage shoppers while they are in the store. However, there is evidence that mobile in-store engagements at scale are coming, with Target recently broadening its use of location-based rewards app shopkick to all stores nationwide following a successful test.

“A whopping 60 percent of consumers report using mobile while shopping in retail stores,” said Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston. “The connected consumer is finding locations, reading reviews, and, most significantly, checking for better pricing elsewhere.

“Mobile has changed the retail landscape and this is just the beginning – resistance is futile,” he said.

No comments: