The mobile customer is the new
king in retail
We are currently in the midst of
what Forrester Research calls a “Mobile Mind Shift.” Fueled by device
proliferation, people are turning to their mobile phones for instant answers
and gratification, and this is changing the world of technology as we know it.
Consumers today expect a no-wait,
self-service environment. In fact, back in 2011, Gartner noticed this change
beginning, predicting that customers will manage 85 percent of their own
relationships with an enterprise by 2020 without human interaction.
This shift is a concept with which
retailers are already familiar since mobile greatly affects how products and
services are sold on a daily basis.
Consumers are using mobile devices
for browsing, sharing, comparing and purchasing, and businesses are using it to
improve sales, marketing, customer care and supply chain management, among
other use cases. This means that having a proper mobile strategy in place goes
beyond differentiation – it is a matter of survival for retailers.
As mobile consumers engage more
directly with brands, retailers have the potential to make their communication
more targeted, personal and relevant than ever. And, with a predicted 50
percent of all in-store sales to be influenced by mobile over the next decade,
forward-thinking brands that are able to capitalize on this opportunity will
lead the market.
Below are the top three ways that
retailers are using mobile to create the best possible mobile moments with
consumers today.
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