Making Mobility a Priority in Retail

by Jenna Sindle

Optimizing customer experience for mobile platforms should be top of mind for any industry today, but particularly so for retailers. Consumers live their lives with their phones in their hand and they completely augment every experience in which they take part.

Daniel Newman captured this sentiment nicely in an article earlier this year on Forbes when he stated, “Mobility is a living, breathing phenomenon — a culture all its own that is transforming how our entire world thinks about work, play, and personal connection.”

For this reason it has become increasingly important for retailers to fully incorporate a mobility plan into their overall customer engagement strategy. Retailers must ask the following questions:

  • How are they engaging across mobile devices?
  • Are mobile experiences, desktop experiences, and in-store experiences consistent for their customers?
  • What are they doing to optimize their mobile options for their target audience?

With the advent of showrooming, these questions could not be more important to ask for brick-and-mortar and online retailers alike. A resource from Cisco by Edward Westenberg noted that because the dependence on mobility affects every point of contact with a customer, retailers should be focused on four key areas for mobile capability:

  • Mobile Marketing – Westenberg said it’s “important to understand how to be present at the ‘mobile moment’ (when customers are ready to buy on their mobile devices) with the right offering.”
  • Shopper Services – Ensure that the end-to-end experience for the customer is mobile-friendly, encouraging mobile shoppers to keep coming back.
  • Mobile Payments – Electronic payment options are no longer just for online purchases. Having mobile payment options across all your selling channels, including in-store, strengthens customer loyalty by creating a more seamless and innovative checkout process.
  • Store Operations – Adopting mobile technologies to make store infrastructure run more smoothly benefits all parts of the supply chain. That flexibility and nimbleness translates into better interactions with customers.

All of these objectives can be maximized with a thoughtful mobile strategy and built upon by leveraging technologies like geo-fencing, where customer location data is used to strategically prompt sales and empowers retailers to seize the opportunity to become “top of wallet” with a customer.

Prioritizing a mobility strategy is the only way for both established and rising retailers to remain on the consumer radar. Without it, they’ll soon be left in the dust of their competitors.

To learn more about utilizing geo-fencing technology to maximize your mobility strategies, check out a recent webinar from Pitney Bowes on how to become “top of wallet.”