Tagged 'shopper engagement'

Indoor Location Technologies: The 5x Engagement Factor

Posted by Todd Sherman on February 25th, 2013 at 10:40 am

Point Inside conducted a year-long study in 2012, comparing retailer in-store apps using indoor location technologies ("store mode") to those without indoor location technologies. The results demonstrate that "store mode" capabilities including indoor maps, product locations and efficient routing through the store improves shopper engagement by a factor of five.

Customers Expect More Than Mobile-optimized Websites. Don't Disappoint.

Posted by Todd Sherman on November 6th, 2012 at 9:51 am

Here’s a simple piece of advice when planning your retail mobile strategy: Don’t bring a knife to a gunfight.
I've written more than a few posts about how mobile is not just a smaller-screen version of online commerce, and that a “mobile optimized” version of the traditional website doesn't get the job done (unless you've defined your total strategy as “create a mobile optimized version of our traditional website”). Remember when the web arrived in the early 1990s and most sites were “brochureware?” A mobile-optimized site is the modern equivalent.
Why isn't an optimized website a good approach? The simple answer is that it doesn't take advantage of the new technologies available and, more importantly, how people are using mobile devices and meeting their expectations.
Let’s look at four significant changes well underway in the digital world:

The smartphone has become the go-to device for much more than just making phone calls. List all the things you now use your smartphone for and remember how you used to do them. Email (something completely new with smartphones) is a given. But what about the other items you no longer use? No one carries around actual physical photographs anymore. Paper maps are rare and so are... Read more

The Expert Opinions: Brian Walker of Forrester on Mobile In-Store

Posted by Todd Sherman on October 24th, 2012 at 8:15 am

Recently, I had the opportunity to catch up with Brian Walker, Principal Analyst at Forrester, who focuses on e-business and channel strategy, and asked him about the trends he’s seeing around the use of mobile in-store. This is what he had to say:
How do you see in-store mobile shopper engagement fitting into the new model for agile commerce?
Agile commerce is our way of describing the ways in which companies must respond to how consumers are using many digitally-enabled touchpoints today to discover, research, buy, get service, and share. This goes well beyond how we have thought about channels traditionally. The key driver for this transformation has been mobile and its growing presence in the customers’ lifestyles – and nowhere is that more disruptive and obvious than in a store. The data shows that showrooming’s impact may be overstated but what cannot be overstated is the consumers’ growing habit of using mobile to look up information and reviews and to locate products. Mobile is not another channel; it is the way of engaging with the customer that crosses all interactions.
How do you view the opportunity for in-store mobile shopper engagement for retailers with brick & mortar presences?
Retailers need to understand that... Read more