Insights

Three Reasons Retailers Are Building In-Store Experiences Around Mobile Devices

By Alex Goodwin

May 9, 2016

The stats are compelling. By some estimates, over 90% of shoppers are using mobile devices in-store. They’re looking for deeper levels of product information, searching alternative inventory locations and checking out similar items to compare, save or possibly increase their cart size. The problem is, the bricks and mortar store can’t step in to clientele. 

Innovative brands aren’t letting themselves be sidelined, but rather are finding ways to integrate these versatile and lightweight mobile devices like iPods and iPhones into the workflows of their sales associates. Here’s why:

Customers don’t always find the best information

Shoppers searching for richer product information on their mobile devices may not be finding the right or best information, especially if they’re not using a dedicated brand app. Even imaginative and intuitive apps are not downloaded by most shoppers or, they’re downloaded and never used. Mobile devices in the hands of sales associates mean that app-level information customers are seeking is available no matter what.

Sales associates can clientele better with mobile devices

In order for shoppers to have a truly exceptional in-store experience, they should interact with sales associates that command a deeper and richer level of product information and clienteling power. Adding mobile devices to the sales floor means the sales associate is ready to help shoppers with the very best information, and are never placed in the awkward position of knowing less about a product than the customer.

Next-gen retail devices offer experiential benefits

Retailers have focused on the online shopping experience in the past, but savvy brands are increasingly recognizing that in-store shopping needs to be as immersive as online. Connected shoppers are looking for more than a slick app – they want to have a more exciting, inspiring shopping experience.

The next generation of retail devices can help retailers build augmented reality displays, smart fitting rooms and imaginative in-aisle kiosks that inform and engage shoppers at the point of decision. Or, in the hands of the customer, they can power interactive experiences like gift registries.

Mobile retail devices help retailers grab the attention of their in-store customers by allowing sales associates to become a personal assistant to each shopper, and by delivering the convenience and breadth of product knowledge in-store that customers have come to expect online.

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