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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.

Using Mobile In Store To Pull The Consumer Through The Buy Cycle

VP InReality head shotAs many as 75% of consumers are using their mobile devices while in store, according to a recent study by InReality. A consumer’s mobile device offers retailers and brands a huge opportunity to guide the consumer journey and influence the sale while they are in the store.  

Although there are many different customer journeys, all have essentially three phases — pre-purchase, purchase and post-purchase. Focusing on these three phases from a mobile perspective is key to pulling the consumer through the buy cycle and, ultimately, winning the sale in store.

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Retail In 2015: It’s Payback Time For Apps

VP site only Appboy head shot
In 2014, retailers really embraced mobile apps. TechCrunch recently reported that unique app sessions in the shopping and lifestyle categories increased overall by as much as 174% year over year.

But will retailers see a real return on the investment they poured into mobile apps in the year to come?

That will depend on how well they grasp the opportunities — and challenges — ahead. It’s not enough to just install an app. Savvy retailers must not only understand both changing consumer behavior and new technologies, but also how they can use apps to help them react to these changes. 

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Not Just For Shoppers: How Mobile Helps Store Associates

VP site only PointInside head shotHave you ever worked as a retail store associate? If so, how long did it take you to memorize the location of 45,000 products? On day one, you’re just learning where to clock-in but by the end of the week, you could probably identify the location of the different departments. Chances are, you haven’t memorized all of the products and locations — no matter how long you’ve worked in a store — and things move around a lot each month.

Consider that the average store has between 800 and 2,500 categories and tens of thousands of products. Add in the impact of resets, seasonal items and inventory fluctuations, and you’ve got product in constant motion.

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Frank & Oak Brings Brand Culture To Life With In-Store Mobility

Although Frank & Oak started as an online-only business, CEO Ethan Song never considered it to be strictly an e-Commerce company.

“We always wanted to find ways to connect with our customers whether it was online, via mobile or physically,” Song said in an interview with Retail TouchPoints. Despite having a loyal base of 1.6 million online members across the U.S. and Canada, Frank & Oak found a store to be an important component of its relationships with consumers. By Nov. 13, 2014, Frank & Oak opened its first flagship store in Toronto.  

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Are You Mobile-Ready? Gilt And GLAMSQUAD Co-Founder Will Share Tips And Best Practices At FD Mobile

Retailers of all sizes and across categories are looking at mobile as a new engagement and commerce necessity. But there are many questions that emerge as executives determine their strategies and investments, such as: Should my business invest in a mobile-optimized site or app? Are our emails tailored to mobile screen sizes? How can we successfully connect our mobile and brick-and-mortar experiences? 

These questions — and many more — will be investigated during FD Mobile, an intimate event developed by Sandy Hussain, Founder and CEO of Fashion Digital. Solution providers looking to attend FD Mobile can click here to receive a special discount on registration, courtesy of Retail TouchPoints. Retail executives can get on the attendee list by emailing info@fashiondigital.com.

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GameStop Now Accepts Apple Pay

GameStop is rolling out Apple Pay in all of its 4,200+ U.S. stores during March 2015, allowing shoppers to purchase products using their phones and eventually, their smart watches.

“We are excited to make it easier and more convenient for our customers to shop at GameStop,” said Jason Cochran, SVP of U.S. Stores at GameStop. “Providing a positive, memorable customer experience is our top priority. Incorporating the latest in mobile technology, such as Apple Pay, into our stores is another way we are offering customers options to help simplify their purchases.”

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Starbucks Expands Mobile Order & Pay To 650 Locations

Following a successful pilot program for Mobile Order & Pay, Starbucks is expanding the service to 650 locations in Washington, Idaho, Oregon and Alaska. 

Starbucks initially piloted Mobile Order & Pay on Dec. 3, 2014, in Portland, Ore. Using Mobile Order & Pay, consumers can place orders via the Starbucks app and pick up their food and beverages at a selected location. Because the feature is available through the app, it also is integrated with the My Starbucks Rewards loyalty program. 

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Urban Decay Adds Some Glitz To Mobile Search

Cosmetics, by nature, are highly visual and have a variety of subtle characteristics. Whether it’s an eye shadow, concealer or lipstick, consumers consider many things while shopping: color, shade and finish, to name a few. 

But sifting through hundreds or even thousands of products while they’re shopping online can be inundating for consumers. Even if they have a specific product in mind, subpar search functionality may leave them frustrated and empty-handed. 

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Edmunds Accelerates Engagement With SMS Marketing

Although mobile-optimized sites and apps can help brands successfully engage with smartphone users, Short Message Service (SMS), or text message marketing can help organizations connect with a larger sample of consumers. 

Edmunds is an online platform that allows car shoppers and local dealers to connect directly, as well as research, sell and purchase cars. Using the SMS platform Carcode, Edmunds is helping consumers and dealers communicate on a more direct and intimate level.

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Superdry Rolls Out iPads In All UK Stores

Superdry, a British premium fashion retailer, has collaborated with multichannel retail specialist One iota to install iPads in all of its UK stores. 

Following its 2014 pilot program, Superdry has placed 250 more iPads in 86 stores. Many of the devices were rolled out in time for the holiday season, according to a company statement. To boost employee engagement and adoption, Superdry trained all staff to teach them how to leverage assisted selling to boost sales.

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Hackers Use Apple Pay To Make Purchases With Stolen Data

Cybercriminals are using credit card data stolen during the Home Depot and Target data breaches to make fraudulent purchases via Apple Pay. Approximately 80% of the unauthorized purchases were for high-value items and were purchased using iPhones at Apple stores, according to a source of the Wall Street Journal.

Hackers have not compromised the Apple Pay encryption system. Rather, they are entering stolen credit card data into the mobile payment prompt to make a purchase. The system’s weakness lies in the verification process, which is controlled by the card-issuing banks.

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PayPal Acquires Paydiant

PayPal has acquired mobile payment company Paydiant in an effort to expand its breadth of mobile solutions for retailers. Although terms of the deal have not officially been disclosed, a report from Re/code indicated that the acquisition will cost PayPal up to $280 million.

Paydiant provides mobile wallet and digital coupon services for organizations such as Subway, Harris Teeter and Capital One. The company’s customer list also includes the Merchant Customer Exchange (MCX), which will release its CurrentC mobile wallet app in 2015.

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Will Apple Pay Finally Make Mobile Payments A Reality For Retail?

VP site only Kobie Marketing head shotUnless you’ve been living under a rock, you’ve probably heard about (and possibly used) Apple’s new mobile wallet, Apple Pay, which launched last fall in the U.S. Apple Pay is an online and mobile wallet that allows consumers to upload up to eight credit cards and make payments at both online and brick-and-mortar retailers.

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Moosejaw Ramps Up Mobile Performance, Boosts Shopper Engagement

Moosejaw mobileOver the past few years, outdoor retailer Moosejaw has embraced a series of cutting-edge technologies to improve the customer experience online and in-store. 

For one, more than 70% of all transactions are now completed via mobile POS in Moosejaw stores, according to an article from Retail TouchPoints. The retailer has even used mobile POS technology to test a drive-through concept, and has crafted mobile-optimized shopping experiences to better connect with customers.

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SDL: 80% Of Retailers To Increase CX Budget In 2015

customer-experience-design s-transWith a multitude of sales channels available, customers go into the purchasing process with high expectations. Retailers are taking note of this, with more of them switching their focus to the individual consumer to drive revenues and attract more buyers.

More than 80% of retailers report increasing their customer experience (CX) management spending for 2015, according to a report from SDL. In fact, one out of every three retailers is planning an increase of more than 10% from their current levels. Perhaps more notable was that none of the companies planned to decrease CX budgets in 2015.

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