Mobile Technology – Is It Working In Retail Stores?
Increasing use of mobile technology in retail stores is obvious to most people. Whenever I enter a retail store, I notice many people using their mobile devices to compare prices, features and availability of products before making a purchase. Often, mobile devices are used by retailers to complete the sale, eliminating the need for customers to stand in a long checkout lane. Is this new technology helping retailers and adding to customer shopping satisfaction? Answers to these questions were addressed by Marianne Wilson in an article for Retailing Today titled Survey: Mobile Technology Leads to Better In-Store Experience.
According to the article, a survey conducted by Motorola Solutions reported that 75% of surveyed retail associates and managers felt that the latest mobile technologies provided their customers better in-store experiences. Shoppers, (67%), also reported greater satisfaction doing business with stores where mobile technologies were utilized to assist them. Price checkers, self-checkout payment lanes, and information kiosks were mentioned frequently as positives. More than 43% of shoppers would like to see a store application on their smartphones that creates a map from a shopping list that could guide them through a store more efficiently.
Retailers will still need to curb out-of-stock occurrences, inefficient payment processes, and provide an adequate selection in order to improve revenue from mobile sales, but use of mobile technologies is clearly the way to go!
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