Retailers turning their attention to mobile technology
Whether it is mobile POS solutions, developing applications or creating mobile marketing campaigns, retailers across the world are putting more focus on and money toward mobile technology. This is being done to meet consumer demand, as more and more individuals are using smartphones and tablets not only for daily tasks, but for shopping as well. Recent research has revealed that many merchants know the importance of mobile for their operations, so they are taking steps now to accommodate device-carrying customers. For businesses that have yet to implement this technology, now is a good time to do so. Failing to incorporate mobile solutions could mean that brands lose customer loyalty, ultimately impacting revenues.
Mobile provides growth
Many retailers are no longer turning a blind eye to mobile, as highlighted in a study by Worldwide Business Research. PYMNTS.com reports that the research revealed that out of 115 companies, 54 percent stated they believe that mobile will be the biggest growth area over the next two years.
Merchants are taking various steps to improve their mobile offerings, the study revealed. Sixty-four percent of respondents said they are putting more attention into developing and optimizing their websites for smartphones, while 14 percent are creating sites that can be viewed and accessed on tablets. Another 14 percent are integrating their mobile and in-store experiences, and 8 percent are turning their focus to developing mobile applications for shoppers, the news source reports.
Mobile POS solutions are also coming to the forefront of retailers' offerings, as customers are increasingly preferring to pay with their smartphones and tablets, the research discovered.
"As smartphones become enabled with payment [technology], customers will increasingly incorporate them into their repertoire of shopping missions and will be disappointed if retailers don't facilitate for them across all their channels," stated Robin Phillips, director of eCommerce at Waitrose.
Understanding consumers and their devices
For businesses wanting to enter the mobile realm, they need to understand that there is no one-size-fits-all approach. Retailers need to ensure they understand both their customers and the devices they are using, according to Tealeaf. The customer experience management firm states that American adults are spending more time on mobile devices than reading print publications. In addition, 99 percent of individuals are using at least one device each week. This kind of information, coupled with preferred communication channels and favorite products, can help retailers craft effective mobile strategies.
