Omnichannel

If you’re going to invest in the emerging area of mobile retail apps, you might as well build it around the latest consumer trends.

Ankeny, Iowa-based convenience chain Casey’s General Stores Inc., which operates more than 1,900 stores in 14 Midwestern states, is releasing a new app that includes functionality for the growing consumer preference for prepared meals. The app allows Casey’s customers to order pizza, made-to-order sub sandwiches and appetizers.

The resounding priority among retailers has been accelerating their integrated omnichannel offering – which has meant everything from merging online and store teams to measuring the in-store impact of digital campaigns. Recent innovations include mobile app and in-store technologies, multichannel fulfillment solutions, and coordinated cross-channel promotions. These kinds of initiatives will continue to be top of mind in 2016, particularly as consumer expectation for a seamless and personalized experience – and deep discounts – continues to grow.

Walmart may be planning to release its proprietary Walmart Pay mobile wallet application this year, but at least online is preparing for a varied digital payment landscape.

Walmart will accept the MasterPass by MasterCard digital payments platform in 2016 for online purchases, including mobile commerce. The platform securely stores payment and shipping information, which is accessible when a consumer checks out using the “Buy with MasterPass” button and logs into their account from any connected device.

The New Year is here, and it’s time to make annual resolutions. When it comes to their IT activities, retailers should resolve to make improvements in the following three areas.

Innovation
The days of IT being responsible for “keeping the lights on” are long over. Enterprise systems are still required to perform basic but crucial tasks such as finance and HR, but any retailer looking to compete in 2016 needs to look far past the boundaries of simple task automation.

Retailers just went through an increasingly digital and mobile holiday season.

According to analysis performed by the IBM Watson business intelligence platform, the average order value for the mobile and desktop shopper combined was $127.49, up 2.5% from 2014 ($124.33).

Consumers also shopped via their mobile devices in growing numbers. Mobile traffic exceeded desktop, traffic, accounting for 52% of all online traffic. This was a 17% increase in mobile traffic from 2014.

In the coming year, seamless technologies that blend physical and digital channels will have a major impact on e-commerce.

According to Pitney Bowes, five key developments will primarily drive e-commerce in 2016. These are:

1. Internet of Things (IoT) technologies will drive better business outcomes

Mobile purchasing looks set for major growth in 2016.

According to new projections from Bizrate Insights, a division of Connextiy, based on month-over-month order volume in November 2015, mobile website purchases will increase by as much as 68% from 2015 to 2016. The peak volume during the 2016 holiday season may reach as high as 42%, nearly half of all online orders.

Last week, I looked at the top three trends that disrupted how retailers engage their customers during 2015. This week, I predict the top three trends that will set the course for customer engagement in 2016.

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