How are Mobile Devices Transforming the In-Store and Web Customer Experience? Recap Cover ImageAt the Digital Summit 2015, I moderated a retail executive panel on mobile technology and below is a summary of the topics we discussed. For more details, here is a link to the complete recap of the session:

2015 Recap – How are Mobile Devices Transforming the In-Store and Web Customer Experience?

Here are some of the key points discussed during the session…

There has been a huge technology shift in the past few years and mobile technology in the hands of consumers and retail associates has been the driver. Mobile capabilities allow a retailer to break down the barrier between the online digital environment and the physical store. Mobile is driving retailers to upgrade and replace technology to keep ahead of their competitors’ customer experience offerings and to try to keep up with their very informed and technology-savvy customers.

Mobile Technology is an Enabler

MobileEnablerConsumers 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, supports transaction processing anywhere in the store and anywhere in their supply chain.

Mobile is the Future

According to Boston Retail Partners’ 2015 POS/Customer Engagement Benchmarking Survey, many retailers are focused on expanding their mobile capabilities.

  • 286% more retailers plan to deploy mobile POS in the next two years
  • 165% more retailers plan to offer personalized recommendations via customer-facing mobile in 3 years
  • 56% of retailers plan to accept Apple Pay within 3 years

“The mobile device is the cash register of the future, the sales associate of the future and the wallet of the future – or rather the now!”


Mobile for Customer Identification and Personalization

BeaconsCustomers and their shopping behavior remain anonymous without some type of customer identification. One of the keys to influencing a customer’s purchase and offering a personalized experience is to identify the customer early, as soon as they enter the store. In BRP’s 2015 POS/Customer Engagement Benchmarking Survey, 90% of the retailers surveyed said they were able to identify their customer in the store, which is up significantly from 73% in the 2014 survey. However, in many cases, customer identification is happening at the point of checkout or later, which is too late to influence the current purchase decision.

In BRP’s CRM/Unified Commerce Benchmark Survey, very few retailers (6%) indicated they have the ability to identify customers when they walk in the store via their smartphone. The bigger story is the 53% who plan to implement this within five years – that’s an 883% increase

Keys to Mobile Success

As discussed in our panel session, here are a few things retailers need to do to successfully deploy mobile capabilities:

  • Create a consistent experience across all channels
  • Know everything about your customer:Customer Information
    • Personal preferences
    • Purchase history
    • Key dates (anniversary, bithdays,etc.)
    • What’s in their closet?
    • Where did they browse?
    • Did they abandon an online cart?
  • Be as connected as your customers
  • Train sales associates on using mobile technology (change management)
  • Have the right infrastructure: network, middleware, order management
  • Have visibility and access to customer and product information across the enterprise – in real-time!

Mobile Challenges

She is Moving FasterHere are a few challenges our retail panelist discussed:

  • Keeping up with Customers and Technology
  • Privacy and Security
  • Inventory Accuracy
  • High-Speed Internet Access In-store with WiFi
  • Choosing the right Technology Partners

Mobile is definitely the future of retail, as consumers demand it and retailers are focused on enhancing their mobile capabilities.  Are you keeping up with your customers’ desires for mobile features?

For more details on mobile technology for retail, download the full report:

2015 Recap – How are Mobile Devices Transforming the In-Store and Web Customer Experience?

As always, I appreciate your perspectives on this topic. Please share your comments below.


The Future Store Manifesto – Real-time Retail Changes Everything!

Boston Retail Partners published “The Future Store Manifesto” today to articulate our vision of the future store and identify the challenges and imperatives retailers face in delivering the experience consumers expect.Store of Future Quote2 This blog post is an executive summary of the Manifesto. I encourage you to read to full The Future Store Manifesto to see what the future holds for retail stores.

Here is an abridged version of the paper…TheFutureStoreManifesto_Cover

With the rapid adoption of smartphones, today’s consumers are always connected and have access to unlimited information at their fingertips. Consumers expect their shopping experience to transcend channels so they can shop anywhere, buy anywhere, pick up anywhere and receive service anywhere.

The digital world is infiltrating the physical store, where consumers are equipped with their smartphones and a new set of expectations. While two-thirds of online transactions occur after a shopper visits the store, 90% of all retail sales transactions still occur within the store.

Over the past twenty years, many in the retail industry have predicted the demise of the physical store. The store is still the foundation of retail; it is where the tactile and sensory experience comes together for the consumer. The store is the theatre for shopping. However, we are on the cusp of a significant and fundamental transformation in the store environment.

Online shoppers are now accustomed to features such as product reviews, extensive assortments, one-click transaction processing and personalized recommendations. Retailers must therefore infuse digital features into the store environment to exceed customer expectations.

The store of the future must be mobile, relevant, personal, ubiquitous and secure.


There’s no question that mobile devices are pervasive, and have changed shopping behavior and elevated expectations. Wearables, a form of mobile, are now available to the masses. The store of the future will allow the shopper to simultaneously browse online through their digital glasses while shopping within the store, and then simply wave their watch to purchase their items. Mobile devices enable associates to enhance customer service through mobile point of sale which enables the completion of a customer’s purchase on the sales floor at the moment a buying decision is made.


Identifying customers when they walk in the store allows the retailer to understand shopping history and communicate relevant and personalized information to the shopper based on “customer context.” Customer context – the interrelated factors of customer insights and environmental conditions that make the shopping experience relevant – is essential to personalizing the shopping experience. Technologies such as touch screens, virtual mirrors and virtual reality offer possibilities for further interaction and a more immersive environment.


Mobile devices used by store associates to assist customers with clienteling, guided selling, inventory look-up, and even checkout throughout the store are prime examples of ways retailers personalize the customer experience. The future store may also enable customers to videoconference with their favorite sales associate – from home.


“Real-time retail” is the ability to deliver a seamless personalized experience to the shopper whenever, wherever and however they choose to shop. It enables retailers to identify shoppers and gather, analyze and disseminate customer, product, pricing and inventory data across all channels – instantly. Without real-time data, information provided internally and externally is out-of-date and risks being inaccurate and out of context.


The store of the future requires a secure environment beyond retailers’ current focus on payments and network security. Retailers need to strike a balance with consumers between gathering information and maintaining trust. As retailers seek new ways to provide relevant information and experiences, like product recommendations via digital screens in the dressing rooms or facial recognition alerting an associate to a shopper’s arrival, they must understand the impact on the customer relationship.

Challenge – Current Environments Can’t Support the Store of the Future

Realizing the store of the future will be a challenge. Retailers have legacy systems, inconsistent customer data, and are generally not organized in a way that supports this transformation.

Outdated Legacy Systems

FutureStore_SilosThe evolution of the store has been constrained by disparate systems built in silos based on old technology and paradigms and a lack of robust networks; all creating today’s architecture and integration challenges.

For decades, retailers added new technology to support channels without integrating the application portfolio. Retailers now often have separate inventories and systems for order management, customer relationship management (CRM) and merchandising for each channel.

Multiple Versions of the Truth

Retailers have struggled to gain consistent, shareable and accurate customer and inventory data across the enterprise, which has hampered their ability to provide personalized, relevant service. As data grows exponentially, organizations grapple with distinct silos where inaccurate, incomplete, inconsistent and redundant data resides. It is not surprising that a single version of the truth rarely exists. The ability to more effectively manage and synchronize data throughout the enterprise is an essential requirement for real-time retail. Real-time visibility to customer, product, price, inventory and order information across all channels is critical to deliver a seamless customer experience.

Organizational Change Fatigue

For most retailers, the pace of technology acceleration is confusing, overwhelming and exhausting. This has caused organizational change fatigue. Along with technology architecture and usability, retailers must address organizational change. Store associates must often learn new processes and take on additional responsibilities, often without receiving extra resources or relief from their everyday responsibilities. Retailers need to manage change and embrace a different architectural approach for today’s retail paradigm.

Key Takeaways

While the role of the physical store is changing, it remains the hub of the shopping journey. The digital world offers consumers new ways and “places” to research and shop. These digital possibilities, along with mobility, have raised consumer expectations, and forced retailers to transform and evolve to succeed.

The physical store will continue to be the heart and soul of retail operations for the foreseeable future; however, a transformation is in process. While the store isn’t going away, it’s about to get a whole lot more connected, mobile, smarter and exciting.


Download the full The Future Store Manifesto paper to get the complete story including the “Future Store Imperatives,” which are not included above.

As allows, I appreciate your opinions and suggestions.  Please leave your comments below.