Mobile technology in-store: Doing what exactly?

Mobile technology brings a new dimension to in-store experiences. It’s on the radar as an investment priority for most forward-looking retail companies, and certainly in China the scope of customers using their smart phones in-store to research, interact and pay is huge.

Meanwhile leading retailers from Apple to John Lewis are providing store employees with handheld mobile devices to help serve customers – an extension of PoS that also opens up broader digital sales, marketing and fulfilment channels in the physical space.

As with all new technologies there are many ways that mobile can be used in store. So how exactly do European retailers plan to use mobile tech as part of their business strategies?

In the run up to its Future Stores event, WBR Insights surveyed 100 Directors of Commerce from across Europe to find out about the challenges they’re facing and the innovative solutions they bring to the table. Many areas of retail innovation and omnichannel were covered in the research, and mobile tech was one of them. Here are the findings:

Focus on mobile

What do you expect to be the three biggest business advantages of leveraging mobile technology in store?

Mobile technology use in stores

Retailers expect the biggest advantages of mobile tech in-store to be an enhanced shopping experience, and a higher conversion rate in-store.

Personalised offers are likely to be a growing area of in-store engagement, and loyalty-driving is also a clear priority.

Mobile in action at Adidas

The industry watches with interest to see mobile technology add exciting new elements to shopping in the coming years.

At Future Stores a special ‘Synergy Workshop’ will feature Jens-Jorg Simon, a director at Adidas showing how the sportswear brand has utilised mobile tech in its physical retail proposition.

He will cover how retailers can empower employees in stores, with a focus on digital tools that increase brand knowledge and boost ‘customer conversations’.

Future Stores takes place on 22nd and 23rd May at Twickenham Stadium, London

Chris Field, founder and CEO of Retail Connections is chairing the event.


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