Tech Guest Viewpoint: Palming the Power of Mobile Commerce

By Ed Stevens, Shopatron



Technology is changing the way people shop. Today’s retail customers typically touch multiple channels before making a purchase--researching products, comparing prices and checking inventory online or via mobile and buying online, via mobile or in-store.



Smart retailers are transforming the shopping experience to meet shifting consumer behavior, providing real-time inventory visibility and rich, reliable content over responsive websites, enabling consumers to research and buy products easily over the channels they prefer.



Empowering consumers to shop via any connected device is no longer a nice-to-have. It’s table stakes. To understand why, let’s take a look at the stats. According to Forrester:



● 56% of shoppers have researched products on their mobile devices from home

● 38% have checked inventory availability from a mobile device en route to a store

● 34% have researched products via mobile in store

● 69% expect sales associates to be equipped with mobile devices



In order to compete and win in the new retail landscape, retailers must offer a seamless omni-channel shopping experience that integrates mobile technology into the in-store journey.



1. Dial M for Mobile: The first order of business is to create a responsive website. Even if you have poured untold resources into launching an app, that’s no substitute for providing a mobile-friendly website. Why? Consumers are browsing the Internet over mobile devices and may not wish to look for, or download, your fabulous app.



2. Total commerce: Today’s consumers are not focused on individual channels. They simply expect you to offer frictionless omni-channel shopping. This requires you to deliver a consistent brand experience across all channels, enabling your customers to save their shopping carts and product preferences as they shift from mobile to computer to in-store.



3. The educated consumer: Never before have shoppers had so much access to information. If you want to keep them coming back, you need to be a go-to destination for accessing the most comprehensive and reliable content available. Make sure your mobile-friendly website and sales associates are equipped to provide extensive, trusted guidance, including product reviews and ratings.



4. The new sales associate: While we alluded to this above, customers have heightened expectations around the value and services they expect sales associates to provide. Your associates should have mobile devices that instantly connect customers with product intelligence, special deals and promotions, inventory visibility and support capabilities, including the ability to process in-store returns.



5. Interactive is the new active: Integrating in-store interactive kiosks and displays enables shoppers to control their in-store shopping journey. You can help your customers help themselves by offering up-to-the-minute information on the location of available products along with in-store promotions to keep them coming back.



6. Embrace showrooming: While many retailers shudder at the thought of in-store comparative shopping, savvy retailers, like Best Buy, view this trend as an opportunity. When sales associates see a customer searching on a mobile device, they offer to search with them, matching the best price on the spot. Building this level of trust and engagement will not only save the sale, but boost customer loyalty and retail foot traffic.



7. The cash register is dead: Apple was among the first to let customers pay in the aisle, eliminating the need for long queues and paper receipts. Providing sales associates with mobile devices for accepting payment creates a more frictionless purchase path, while empowering associates to establish a more personal and engaging in-store experience.



Ed Stevens is founder and CEO of Shopatron.