Study: Most retail associates will use mobile solutions within three years

Chain Store Age – More retailers are putting mobile devices into their associates’ hands. Momentum is so strong that within three years, 89% of retailers will give their associates access to mobile solutions, according to “The Mobile World of Retail,” a report from 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.

As the proliferation of tablets and mobile phones creates new opportunities for retailers to enhance customer service, there are five key areas that retailers are focusing on: customer identification, customer engagement, associate training and task management, mobile point-of-sale (POS) and mobile payments.

Identifying the customer and then delivering a personalized experience is a top priority among 70% of respondents. Connecting with shoppers at the first stages of their journey enables store associates to leverage real-time visibility to inventory, purchase history and loyalty program activity — the foundation needed to make personalized recommendations. Mobile technology also engages shoppers prior to checkout, sometimes even before they enter the store, enabling associates to assist and influence purchase decisions.

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