Loyalty Marketing

Consumers are increasingly using their mobile phones for one specific retail-related purpose.

According to the Deloitte 2015 Global Mobile Consumer Survey, the use of mobile devices to make in-store payments has nearly quadrupled in the past year. In-store mobile payments have increased from 5% of total in-store payments 2014 to 18% in 2015.

Retailers looking to boost in-store redemption rates for coupons should consider implementing a particular leading edge technology.

A new study from Juniper Research, “Mobile & Online Coupons: Redemption, Loyalty & Consumer Engagement 2015-2020,” has found that nearly 1.6 billion coupons will be delivered annually to consumers via beacon technology by 2020, up more than 10 times from 11 million in 2015.

[Editor's note: This article is based on a discussion moderated by Shah Karim with Myron E. Ullman, executive chairman of J.C. Penney, held at the Executive + Scholar lecture at the University of North Texas on October 8, 2015.]

Sears Holding Corp. is trying to turn surging mobile traffic into a driver for store visits and purchases.

Sears has refreshed its mobile app with a number of features that help provide a seamless, store-centric customer experience. For example, members of its Shop Your Way loyalty program who enable location-based services can place mobile orders for out-of-stock items while in the store and get free home shipping.

Enterprise technology provider Software AG is expecting retail to become an increasingly seamless and store-centric proposition in 2016.

While mobile technology has changed the way people shop, consumers — including the most tech-savvy — still do the vast majority of their shopping in shopping centers.

At least that’s according to a new survey by the International Council of Shopping Centers, which found that 83% of U.S. consumers visit a shopping center at least once a week, including 92% of 18 to 24 year olds. Overall, the young consumers visit shopping centers on average 10.8 times a week.

Brookshire Grocery Co. is undertaking an ambitious omnichannel transformation plan, and focusing it on the wants and needs of the consumer.

“We know everything there is to know about our customers,” said John D’Anna, senior VP and CIO of Tyler, Texas-based Brookshire, in an interview with Chain Store Age. The regional chain operates 152 stores under the Brookshire’s, Super 1 Foods and Fresh by Brookshire’s banners.

The big news for retailers this holiday season has been the strong surge in online shopping. It’s not that high online volumes weren’t expected; estimates placed online purchases to be as high as 20% of total holiday sales this year.

It seems we’ve hit a tipping point, however, where online promotions are of equal or greater importance to Black Friday retail success than in-store promotions, and where Cyber Monday has morphed into Cyber Week.