RIS News – There has been a huge technology shift in the past few years and mobile technology is the driver. Mobile capabilities enable retailers to break down the barrier between the online digital environment and the physical store. The proliferation of tablets and smartphones has created new opportunities for retailers to enhance the customer experience to meet the expectations of their very informed and technology-savvy customers.
This is an excerpt from a byline article by Ken Morris, principal at BRP, that was published in the RIS New Special Report: 2016 Mobile Products & Solutions Guide.
Retailers are increasingly using mobile devices to transform the customer experience in three key areas:
POS. Mobile POS frees associates from the checkout desk to enable more personal interaction and it simplifies the customer’s experience. According to BRP’s “2016 POS Survey,” 20% of retailers have implemented mobile POS and 78% plan to utilize within three years. We are seeing a growing trend of retailers implementing a flexible mobile POS option where a tablet inserted in a docking station can be a replacement for traditional POS. Mobile POS offers a lower initial upfront cost and is disposable, enabling retailers to eliminate annual maintenance costs.
Guided Selling. Retailers can leverage the knowledge and skills of an “A” associate through mobile apps, ostensibly turning their “B” and “C” associates into “A” associates. According to the 2016 POS Survey, only 14% of retailers currently offer suggested selling based on a customer’s previous purchase, however, 72% of retailers plan to offer this service within three years.
Customer Engagement. Leveraging consumers’ mobile devices to identify them as they walk into the store enables retailers to enhance the shopping experience through more personalized services. Once customers are identified, retailers can send personalized offers and recommendations to their smartphones and provide interactive product suggestions. According to the same survey, only 10% of retailers can identify customers via near field communications (NFC) today, however, within three years 50% of retailers plan to have this capability.