Retailers moving toward more mobile in-store experience
Although Aéropostale's initial sales during the holiday shopping season were less than impressive, the retailer will be addressing its user-engagement issues with improved mcommerce offerings, according to Mobile Commerce Daily.
This includes the introduction of a mobile app, as well as increasing the number of iPad kiosks located throughout their brick-and-mortar locations. These are intended to enable better information sharing and browsing through the business's products. Customers will also be able to mix, match and otherwise interact with items more thoroughly than ever before.
"We're going to see brands start incorporating in-store mobile payments, mobile-only discounts and promotions and other next-gen mobile capabilities that will continue making it easier for consumers to browse, shop, explore and make purchases," Carin van Vurren, CMO of Usablenet, told Mobile Commerce Daily.
By expanding its use of retail technology, Aéropostale will also be able to improve its store operations as sales associates will be able to assist customers at the kiosks. The platforms will also double as point of sale systems that allow staff members to complete transactions from nearly anywhere in a store. Merchants should consider providing similar solutions to their employees and customer base in an effort to further streamline the purchasing process and enhance omnichannel offerings.
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