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.
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