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Mobile content covers the gamut, from the implementation of mobile apps and mobile web sites to in-store mobile technology. A fast-changing industry segment, mobile presents unique challenges to today's retail organizations. This section will help retail executives stay on top of the latest news, insights and information to help solidify cross-channel strategies and draw traffic into stores.

How To Use New Marketing Tools And Analytics To Boost Customer Engagement: #RSP16 On Demand

From creating an "advocate army" to maximizing the benefits of location information, retailers are finding new ways to optimize both internal and external data. Close to 1,000 retail executives joined the #RSP16 Retail Strategy and Planning webinar series last week to tap into the latest tools and trends. Key takeaways included: Cart Abandonment messaging is now the most profitable email strategy; Even though they account for less than 19% of web traffic, "bad" bots are responsible for the majority of web site problems; On average, 50% of a database has opted out or is unreachable; and As many as 40% of merchants not sharing their POS or inventory data with any of their suppliers. To learn more, read the recaps below and view all sessions on demand: Retail Strategy and Planning Series #RSP16.

Exxel Outdoors Doubles Mobile Conversion Across Seven E-Commerce Brands

With several different recreational brands in its portfolio, Exxel Outdoors has to ensure that all of its online functions are streamlined to fit every channel consumers may use to access its sites. Thus far, Exxel Outdoors has migrated seven of its e-Commerce sites to the BigCommerce platform, including Insta-bed, Kelty, Sierra Designs, Slumberjack, Tailgaterz and Wenzel. The migration, which has nearly doubled mobile conversion rates since the implementation took place in early 2016, has been an overall success for the retailer.

Retailers With Mature Mobile Apps Drive 90% More Conversions

  • Published in News Briefs
An intuitive mobile app enables retailers to provide consumers with capabilities like instant loading, offline content, push notifications and personalization as a means to drive sales. In fact, retailers with sophisticated mobile apps drive 90% more conversions than other retailers, according to research from Criteo. In 2016, mobile apps have…
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Mobile, And Social, And Location, Oh My! How Today's Retailers Can Tap Into Next-Generation Marketing

It's no secret that the introduction of digital changed the way marketers reach, engage and convert consumers. In the years since digital became the norm, the world of marketing has continued to evolve dramatically. This new era, characterized by concepts such as omnichannel, multi-device marketing, the "Internet of Things" and advanced marketing attribution, is reshaping the way brands and consumers interact, and how marketers measure and optimize the impact of their efforts.   In retail, this evolution has been particularly striking. Shoppers no longer simply head to the mall or their local brick-and-mortar store to make a purchase. In today’s world, each person’s path to purchase is unique and complex, crossing multiple channels, platforms and devices as consumers browse, research and buy.

Mad Science Enhances Brick-And-Mortar Visibility With Location-Based App

Retailers — particularly small businesses with limited marketing budgets — are always on the lookout for new ways to generate buzz and bring in new customers through unique promotions. Mad Science, a science enrichment/education company for kids, has found the formula to personalize and localize its messaging to potential customers via the new Shop and Ride app for New Jersey transit riders. Mad Science generally visits schools, scout troops, parks and recreation centers and libraries, but it also has 18 of its own brick-and-mortar locations — one of which is in Hoboken, N.J., the first area where the app, developed by Xerox, is testing. The app allows area businesses to boost awareness of their brick-and-mortar locations, using beacon technology placed on bus shelters and in participating businesses' locations, to deliver personalized, hyperlocal mobile offers. The offers are targeted based on a transit rider’s preferences and travel patterns. For Mad Science, the app’s beacon technology will help bring more visibility to its hidden location, which is inside a converted factory building with multiple suites. “This beacon is a lifesaver for us to let people know that we’re there,” said Julie Serritella, Chief Mad Scientist at Mad Science of Union to Hudson…

Wayfair Enhances Mobile Messaging With Trumpit Acquisition

E-Commerce home furnishings retailer Wayfair has acquired mobile messaging application Trumpit in a move geared to expand the brand’s customer service offerings, according to a report from BostInno. Financial terms of the transaction have not been disclosed. Wayfair has plans to utilize the technology for staff and customers, so that they can engage in group chat and exchange images and videos. As part of the acquisition, Wayfair gains access to not only the technology driving the mobile app but the team that built it as well.

Four Mobile UX Features For A Better In-Store Experience

Up 39% since 2009, global mobile penetration is providing consumers with the freedom and flexibility to make purchases from just about anywhere. According to the 2015 Global Payments Report from Worldpay, 23% of all global e-Commerce sales will come exclusively from mobile devices over the next three to four years, and in North America alternative payment methods such as those via mobile are expected to claim 55% of all e-Commerce turnover within the same time period. While the added convenience of mobile is expected to raise e-Commerce sales to $2.4 trillion by 2019, these devices are the driving force behind a much larger shift in the payments and retail industries — omnichannel purchasing. Consumers now have the opportunity to start, resume and complete transactions seamlessly across multiple channels. From researching a product online to picking it up in-store and then paying with a mobile wallet, mobile devices are increasingly bridging the gap between mobile and in-store experiences. In fact, 75% of shoppers already use their mobile devices to facilitate in-store trips.

Everlast Site Search Bumps Up E-Commerce Conversion Rates From 0.15% To 1.5%

Everlast Worldwide Inc., a manufacturer, distributor and wholesaler of boxing and fitness equipment, increased e-Commerce conversion rates from 0.15% to more than 1.5% since implementing site search capabilities from SLI Systems in 2014. A big part of the motivation for improving site search functionality came when the brand noted that only 1% of site traffic was using the search functionality delivered through its previous e-Commerce site experience. Everlast sought ways to optimize site search in order to improve e-Commerce merchandising capabilities and promote products effectively, according to Mike Ebert, E-Commerce Director of Everlast Worldwide.

Mobile Payments: Strength In Numbers, Or Better To Go Solo?

  • Published in News Briefs
In yet another sign of how fragmented the mobile payments environment is becoming, CVS Health has introduced its CVS Pay solution, which is integrated into the retailer's mobile app. The barcode-based system is currently available in select markets in New York, New Jersey, Pennsylvania and Delaware, with a national rollout…
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Marsh Delivers Localized Wine Expertise To Consumers With Shelf-Talker Rating System

In delivering the optimal shopper experience, retailers are recommended to provide consumers with in-depth information about all their products. However, in most grocery stores, the employees are not always experts on all the many items that are sold in the typical supermarket. To circumvent this potential customer service gap, Marsh Supermarkets, a grocery chain with stores in Indiana and Ohio, has implemented a pilot program from online wine community and mobile application Vivino in all of its 72 locations. As part of the program, the Marsh grocery stores now feature shelf-talkers displaying the Vivino Rating alongside Marsh’s best-rated wines.

GameStop Diversifies Portfolio By Scooping Up 507 AT&T Mobility Stores

GameStop is further expanding its brand portfolio beyond video games and consumer electronics by acquiring three national AT&T-authorized wireless retailers: Cellular World, Midwest Cellular and Red Skye Wireless. The acquisition will add 507 stores to GameStop’s Technology Brands business. Although financial terms of the deal have not officially been disclosed, the purchase price amounted to the bulk of the $475 million the company raised in a debt offering earlier this year, according to Tony Bartel, GameStop’s Chief Operating Officer, in an interview with Bloomberg.

Moving Beyond The Hype: 3 Tips To Bring Personalization To The Next Level

It should come as no surprise that location-based marketing is gaining traction as it evolves, especially in the retail industry. It’s got the magic formula to deliver the right message at the right time to the right customer — a triple threat if you ask me. But is it all hype? With more and more shoppers seeking personalized experiences, location-based tactics allow retailers to reach their customers on a more individualized level. Consumers want curated content that is personal and meaningful. They also want to be able to research and explore all options on their own so they know they’re not missing something.

Will Macy's AI-Powered Mobile App Be Friendly Tech — Or The Terminator?

There's no question IBM's Watson is smart. After all, it beat the pants off the best-of-the-best Jeopardy contestants. But is it smart enough — and flexible enough — to help a Macy's customer find the perfect dress for her daughter's wedding? That's one of the things the retailer is trying to discover with its 10-store test of a mobile web tool that connects shoppers with an artificial intelligence (AI)-powered platform. "Macy's On Call" taps IBM Watson, via the Satisfi intelligent engagement platform, allowing customers to input natural language questions about each participating store's assortment, services and facilities.

Apple Looks To India As Next Frontier For Retail Stores

  • Published in News Briefs
When Amazon decided to invest in additional $3 billion in India in June, they sent a clear message to every other retailer that the country was a high-priority destination going forward. Apple appears to have caught onto this trend as well, with CEO Tim Cook announcing that the tech giant…
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