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New Report Finds Mobile Coupons Entice Two-thirds of Consumers

Convenience Store Decisions – Only 40% of retailers offer discounts as key feature on mobile app or website. The proliferation and convenience of mobile devices has completely changed shopping behaviors and elevated customer expectations. Mobile shopping will continue to grow as 41% of consumers in a BRP consumer study indicate they plan to increase their shopping frequency on a phone or tablet in the next 24 months.

Shopping via a phone is just one way that mobile solutions are becoming more pervasive, as many consumers use their mobile devices as a research tool throughout the shopping journey. In fact, 34% use their phone while in a store to compare prices and 28% look for offers/coupons.

“A retailer’s mobile capabilities can be a major driver for where a consumer chooses to shop,” said Marty Whitmore, senior vice president and practice lead at BRP, retail consulting firm. “With 67% of consumers choosing a store based on the availability of mobile coupons and 64% choosing a store based on product information availability via a mobile device, these are essential mobile capabilities for retailers.”

Read Full Article: New Report Finds Mobile Coupons Entice Two-thirds of Consumers

How Siloed Legacy Processes Push Your Buyers to Amazon

Signifyd – Most retailers have incorporated mobile into their strategies, but frankly, some have done a better job than others. Sephora, which merged its in-store, digital and customer service teams in October 2017, continues to be an innovator in the mobile space.

“By focusing on the user experience first and foremost, Sephora has been able to separate themselves from the majority of retailers who spend too much time inside the box or are too focused on having a mobile experience for the sake of having one,” Ryan Grogman, senior vice president and practice lead at BRP, retail consulting firm, told us by email.

Complementing the mobile experience is the rise of social media. Many forward-thinking retailers are using advanced information gathering and consumer segmentation through increased social media interactions.

“Outside of transacting on social platforms, consumers are using that medium to discuss preferences, provide reviews, and seek input from their connections,” Grogman said. He also pointed out that retailers who can leverage mobile and social may help improve the effectiveness of flash sales.

Read Full Article: How Siloed Legacy Processes Push Your Buyers to Amazon

Survey: Do retailers meet customer mobile expectations?

Chain Store Age – A new survey from BRP, retail consulting firm, highlights how well retailers are aligning their mobile strategies with customer preferences. According to results from the “BRP Special Report: The Mobilization of Retail,” retailers are generally in sync with the broader trend of consumers performing more shopping activities via smartphone. Forty-one percent of consumers plan to increase their shopping frequency on their phone or tablet within two years, and a matching 41% of retailers plan to improve the mobile shopping experience to ensure they are meeting their customers’ expectations.

However, when it comes to more specific details of what mobile functionality retailers offer shoppers, the study reveals some disconnects. For example, while 67% of consumers are likely to shop with a retailer that offers mobile coupons instead of one that doesn’t offer them, only 40% of retailers indicate that offering coupons/ discounts is a key feature to offer on their mobile app/website.

Read Full Article: Survey: Do retailers meet customer mobile expectations?

67% of Consumers are Likely to Shop with a Retailer that Offers Mobile Coupons, According to New BRP Report

Only 40% of Retailers Indicate that Offering Coupons/Discounts is a Key Feature to Offer on their Mobile App/Website

Boston, MA – May 20, 2019– The proliferation and convenience of mobile devices has completely changed shopping behaviors and elevated customer expectations. Mobile shopping will continue to grow as 41% of consumers in the BRP Consumer Study[1]indicate they plan to increase their shopping frequency on a phone or tablet in the next 24 months. Shopping via a phone is just one way that mobile solutions are becoming more pervasive, as many consumers use their mobile devices as a research tool throughout the shopping journey. In fact, 34% use their phone while in a store to compare prices and 28% look for offers/coupons.

Providing information to consumers via their mobile devices assists customers as they research and shop. According to BRP’s SPECIAL REPORT: The Mobilization of Retail, retailers indicate the following are key mobile app/website features: item availability (53%), product information (51%) and coupons and discounts (40%), which all help consumers make better choices and provide incentives to purchase from the brand.

“A retailer’s mobile capabilities can be a major driver for where a consumer chooses to shop,” said Marty Whitmore, senior vice president and practice lead at BRP. “With 67% of consumers choosing a store based on the availability of mobile coupons and 64% choosing a store based on product information availability via a mobile device, these are essential mobile capabilities for retailers.”

BRP’s SPECIAL REPORT: The Mobilization of Retail is based on findings from the BRP Consumer Study and the 2019 Unified Commerce Survey and offers insights into the state of retailers’ current mobile capabilities and their future plans. The SPECIAL REPORT: The Mobilization of Retail highlights:

Mobile Shopping

  • 41% of consumers plan to increase their shopping frequency on their phone or tablet within two years
  • 41% of retailers plan to improve the mobile shopping experience to ensure they are meeting their customers’ expectations

Mobile Coupons

  • 67% of consumers are likely to shop with a retailer that offers mobile coupons instead of one that doesn’t offer them
  • 40% of retailers indicate that offering coupons/ discounts is a key feature to offer on their mobile app/website

Mobile Identification

  • 39% of consumers are comfortable with mobile identification when they walk in the store to personalize the experience
  • 61% of retailers plan to identify customers when they walk in the store using their mobile device and WiFi

To download the complete Special Report: The Mobilization of Retail, visit:

https://brpconsulting.com/download/2019-special-report-mobilization-of-retail/.

The special report’s platinum sponsors are enVista and Kibo and the gold sponsors are Aptos, ECRS and Fujitsu, LS Retail, and PCMS.

About BRP

BRP is an innovative retail consulting firm dedicated to providing superior service and enduring value to our clients. BRP combines its consultants’ deep retail business knowledge and cross-functional capabilities to deliver superior design and implementation of strategy, technology, and process solutions. The firm’s unique combination of industry focus, knowledge-based approach, and rapid, end-to-end solution deployment helps clients to achieve their business potential. BRP’s consulting services include:

Strategy | Business Intelligence | Business Process Optimization | Point of Sale (POS)
Mobile POS | Payment Security | E-Commerce | Store Systems and Operations | CRM
Unified Commerce | Customer Experience | Order Management | Networks
Merchandise Management | Supply Chain | Private Equity

For more information on BRP, visit http://www.brpconsulting.com.

[1]2019 Consumer Shopping Habits – The Generation Gap, April 16, 2019, https://brpconsulting.com/download/2019-consumer-shopping-survey/

87% of Consumers Indicate an Interest in a Personalized and Consistent Experience Across Channels, According to New BRP Report

Only 28% of Retailers Currently Offer a Shared Cart Across Channels

Boston, MA – May 7, 2019– Consumers now start and stop their shopping journey in different channels, including online marketplaces and social media, and frequently shop for the same product across different retailers, both online and in the store. Consumers expect a frictionless shopping experience across an entire brand and they don’t want disruptions as they cross individual channels or locations. In fact, according to the recent BRP Consumer Study, 87% of consumers are interested in a personalized and consistent experience across channels. Today’s consumers expect their experience to be seamless as their “shopping cart” and browsing history follows them throughout their journey.

“The growth of online and mobile is driving the demand for increased digital capabilities bundled with personalization across all channels,” said Perry Kramer, senior vice president and practice lead at BRP. “To succeed in this demanding environment, retailers must undergo a transformation as they move to a true unified commerce approach to deliver the convergence of the digital and physical shopping experiences and create a holistic customer shopping experience.”

BRP’s 2019 Unified Commerce Survey of top North American retailers offers insights into the forces affecting the retail industry, the opportunities available for retailers and the future of retail.

The key findings in the 2019 Unified Commerce Survey:

The Mobilization of Retail

  • 64% of consumers choose a store based on product information availability via their mobile device
  • 41% of retailers plan to improve the mobile experience to ensure they are meeting their customers’ expectations

The E-Commerce Effect

  • 81% of consumers purchase online at least once per month and 89% browse online at least once per month
  • 71% of retailers plan to offer a live chat option on their website to enhance the online shopping experience within two years

The Changing Customer Experience

  • 68% of consumers would choose a store that offers personalized promotions/discounts over a store that doesn’t offer them
  • 68% of retailers need to improve their ability to utilize customer insight to meet their customers’ expectations

The Need for Unified Commerce

  • 87% of consumers are interested in a personalized and consistent experience across all channels
  • 71% of retailers plan to offer the ability to ‘start the sale anywhere, finish the sale anywhere’ to their customers

The Future of Retail

  • 57% of consumers would choose a store offering an automated returns process over one that doesn’t offer it
  • 38% of retailers plan to offer an automated returns process within two years to offer more self-service opportunities

To download the complete Unified CommerceSurvey, visit:

https://brpconsulting.com/download/2019-unified-commerce-survey/.

The Unified Commerce Survey platinum sponsors are enVistaand Kiboand the gold sponsors are Aptos, ECRSand Fujitsu, LS Retail, and PCMS.

About BRP

BRP is an innovative retail management consulting firm dedicated to providing superior service and enduring value to our clients. BRP combines its consultants’ deep retail business knowledge and cross-functional capabilities to deliver superior design and implementation of strategy, technology, and process solutions. The firm’s unique combination of industry focus, knowledge-based approach, and rapid, end-to-end solution deployment helps clients to achieve their business potential. BRP’s consulting services include:

Strategy | Business Intelligence | Business Process Optimization | Point of Sale (POS)
Mobile POS | Payment Security | E-Commerce | Store Systems and Operations | CRM
Unified Commerce | Customer Experience | Order Management | Networks
Merchandise Management | Supply Chain | Private Equity

For more information on BRP, visit http://www.brpconsulting.com.

[1]2019 Consumer Shopping Habits – The Generation Gap, April 16, 2019, https://brpconsulting.com/download/2019-consumer-shopping-survey/

Retailers Prioritize In-Store Mobile Tech But Struggle to Implement It

Dealer Scope – Mobile technology is impacting the way that consumers shop in physical retail stores. I know. Shocker, right? But the findings from a recent survey dive a little deeper into the role mobile technology has had in how retailers think about their own in-store shopping experiences. And while they certainly are aware of the role of mobile technology in their stores, they haven’t necessarily figured out the best way to capitalize on it.

The findings come from BRP’s 2019 In-Store Mobility special report, which is based on the consulting firm’s wider consumer engagement study.

In it, BRP found that 63 percent of customers reported using their phones while in a store shopping to do perform various tasks. Customers, then, clearly expect to, and actively do, have their phones out and active while they’re in a store shopping. As such, 49 percent of retailers said that the customer mobile experience is one of their top customer engagement priorities.

Read Full Article: Retailers Prioritize In-Store Mobile Tech But Struggle to Implement It

Empowering Retail Associates with Technology

There is no denying the power of mobile technology as a disruptor in the retail industry. Mobile devices are ubiquitous in our lives; dramatically changing how we interact with each other, obtain information and shop. Having this constant, virtually unlimited amount of information at our fingertips has changed consumers’ shopping behavior and elevated our expectations for customer service.

While much of the retail mobile technology discussion addresses the effect on consumer behavior, this proliferation of tablets and mobile phones also offers many new opportunities for associates to enhance customer service. Putting mobile devices in the hands of store associates is a necessity to “keep up” with the customer who has a plethora of information available at her fingertips.

Associate mobile devices enhance the shopping experience through access to real-time inventory and customer data and offer the ability to service customers and process transactions anywhere in the store.

Within the next three years, the number of retailers that use mobile devices and tablets in the hands of associates will double to three-quarters of retailers. This increased rate of adoption is driven by several factors, including the declining price of mobile technology, the growth in maturity and range of tools, and the critical need for store associates to have the necessary tools to enhance the customer experience and “keep up” with the abundance of information that customers have at their fingertips.

However, retailers need to continue to improve their mobile capabilities through refined processes, better technology and enhanced training for associates. Powerful associate tools are only helpful if associates are trained to use them effectively, especially when associates are dealing with sensitive customer information. Unfortunately, retailers are still playing catch-up to consumers that constantly research and buy products on their ubiquitous mobile devices.

Download the full report to better understand what retailers are doing and should be doing to ensure they can “keep up” with their customers.

I appreciate you opinions on this topic. Please share your comments and ideas below.

David

Mobile purchasing maintains upwards trajectory: BRP

Luxury Daily – As consumers’ usage of mobile continues to grow and the number of shoppers who are comfortable purchasing via smartphones also rises, luxury retailers and brands need to keep their mobile offerings at the forefront.

According to a study from BRP, 41 percent of consumers are likely to increase their purchasing on mobile devices over the next 24 months, and 85 percent have a least bought one item via smartphone. Currently, 33 percent of those surveyed claim to frequently purchase on mobile devices.

“With consumers’ pervasive use of mobile phones for everything from researching to buying products, retailers need to continue to offer more mobile applications and services,” said Marty Whitmore, senior vice president and practice lead at BRP, retail consulting firm. “Some consumers even choose one store over another based on what mobile features a store offers.

“According to BRP’s consumer survey, 67 percent of consumers indicate that mobile coupons and promotions are an important factor in determining at which store they shop,” he said.

Read Full Article: Mobile purchasing maintains upwards trajectory: BRP

49% of retailers name in-store mobile experience a top priority

Retail Dive – Thirty-three percent of consumers said they frequently make purchases through their mobile devices, and 41% of those surveyed said they plan to increase their frequency of mobile shopping via smartphones or tablets in the next 24 months, according to BRP’s “2019 Special Report: In-Store Mobility.”

The study also found that 63% of consumers rely on mobile phones while shopping in-store to compare prices, search for offers and coupons, and check inventory, among other things. Additionally, 85% of consumers have purchased a product via mobile app. Meanwhile, 49% of retailers said customers’ in-store mobile experience is one of their top customer engagement priorities.

The survey results also showed that 66% of retailers already offer mobile point-of-sale capability in their stores, and 40% of consumers admitted they are likely to shop at stores offering mobile POS.

Read full article: 49% of retailers name in-store mobile experience a top priority

Survey: How are customers using their phones in the store?

Chain Store Age – Smartphones are increasingly becoming a brick-and-mortar shopping tool, according to a new survey from BRP, a retail consulting firm. Results from “Special Report: In-store Mobility” indicate that 63% of consumers use their phone for product research, pricing and availability while they are in a store. This frequency of in-store smartphone usage goes along with general trends of mobile shopping’s growing popularity.

According to the study, 85% of consumers have purchased a product via a mobile app, 33% frequently purchase via their mobile device, and 41% plan to increase shopping frequency on their phone or tablet in the next 24 months. Despite the popularity of smartphones with consumers, only 49% of retailers indicate that the customer mobile experience is one of their top customer engagement priorities.

“As customers become more comfortable and proficient with utilizing mobile technology and researching information on their own, retailers need to offer expanded customer-facing mobile services to enhance the shopping experience,” said Marty Whitmore, senior VP and practice lead, BRP. “The proliferation of tablets and mobile phones provides new opportunities for retailers to enhance customer service by offering store associates tools to ‘keep up’ with the abundance of information that customers have at their fingertips.”

Read Full Article: Survey: How are customers using their phones in the store?

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