Mobile devices have become ubiquitous in the lives of consumers, dramatically changing how they shop. According to a November 2014 report by comScore, Inc., 182 million people in the U.S. own smartphones, which is a 74.9 percent mobile market penetration. Having a constant, virtually unlimited amount of information at their fingertips has changed consumers’ shopping behavior and elevated their expectation for customer service. Consumers now use mobile devices to research products, compare prices, complete purchases online and increasingly to pay for in-store purchases.
The proliferation of tablets and mobile phones has also created new opportunities for retailers to enhance customer service. Putting mobile devices in the hands of store associates enables inventory look-up (enterprise-wide) even for products not immediately available, supports the associate providing assistance to the customer on the selling floor and enables transaction processing anywhere in the store.
To better understand the actual impact mobile devices are having on retail, Boston Retail Partners (BRP) surveyed the top North American retailers to explore the current state of how mobile technology is shaping retail capabilities, priorities and processes. In the BRP SPECIAL REPORT: Mobile Technology – Transforming the Customer Experience we explored several key findings that validate the significant impact of mobile devices on store operations and how they are changing retail as we know it.
- Mobile POS – utilizing a mobile device as the checkout device
- Nearly 300% more retailers plan to deploy mobile POS in the next two years
- Customer-facing mobile services – leveraging mobile devices to enhance the shopping experience
- Approximately 200% more retailers plan to use geolocation within three years
- Mobile payment – utilizing a customer’s smartphone as a payment device
- 350% more retailers plan to support NFC payments by October 2015
I encourage you to read the complete survey report for additional insights on retailers’ top priorities and how they are focused on improving the customer experience.
As always, I welcome your thoughts and opinions. Please share your comments below.
 ecomScore Reports December 2014 U.S. Smartphone Subscriber Market Share, February 9, 2015, http://www.comscore.com/Insights/Market-Rankings/comScore-Reports-December-2014-US-Smartphone-Subscriber-Market-Share