Do you have a mobile in-store experience strategy? Many articles and studies tell us mobile is the greatest technology disrupter in retail since the barcode. At three Retail TouchPoints executive breakfasts in New York City, Dallas and Minneapolis earlier this year, mobile was the hottest topic of discussion. So hot that at one event the presenter never made it past the third slide when mobile strategy was brought up for discussion! The question for retailers remains deceptively simple: How do you build a successful mobile in-store experience that leads to higher conversion rates and larger basket sizes?
A successful mobile experience starts with a well-defined strategy, beginning with a basic choice between mobile app and mobile web. This may lead to questions concerning user interface or device type — are you designing for an iPhone experience or Android? Is it a customer facing or associate driven experience? What features are needed across channels and should they all be delivered at once or over time? Will push notifications be implemented? Keep in mind 86% of mobile users’ time is spent in apps vs. mobile web since April 2014 according to a Flurry Analytics, comScore and NetMarketShare study.