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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.

Google Set To Launch ‘Buy’ Button For Mobile Search

googlemobileGoogle will launch a ‘buy’ button next to products listed on its search result pages, according to a report from The Wall Street Journal. The buttons will accompany sponsored search results, which Google displays under a “Shop on Google” heading at the top of a search results page.Buttons will not appear with the nonsponsored results driven by Google’s basic search algorithm.

Google spokespersons have not commented on the matter.

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FootClicks Offers Proximity Marketing Solutions Through Mobile Devices

SS Footclicks ImageAlthough consumers have access to more shopping channels than ever before, the brick-and-mortar store provides emotional engagement that, to some, is unparalleled. To make the in-store shopping experience even more compelling, retailers can leverage proximity marketing solutions.

FootClicks is an indoor location platform designed to help retailers engage and influence shoppers through their smartphones. The platform’s Sensor Fusion technology is embedded into a retailer’s app, and uses multiple sensor readings from shoppers’ smartphones to calculate position and movement. Although there is no need for additional hardware, FootClicks is designed to integrate with beacons and other in-store technology.

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Get People Back In The Store Now: Old Solutions For The New Age Of Shopping

VP Gigwalk head shotThe success of e-Commerce giants has made underperforming brick-and-mortar retailers believe that the answer to all their problems lies in moving their businesses online. However, consumers still crave the ability to touch and feel new products and the instant gratification of making purchases on site. In fact, 78% of consumers still prefer to shop in-store, showing that the physical shopping experience is far from dead.

With that said, the task of wooing shoppers into making in-store purchases is becoming more and more difficult with so many channels to compare prices and brands. Showrooming, the practice of browsing in stores and purchasing online, has plagued many traditional retailers. Yet this practice goes to show that consumers are still interested in physically experiencing goods before they swipe their credit cards.

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Verizon To Acquire AOL For $4.4 Billion

Verizon Communications is purchasing AOL in a transaction valued at $50 per share, for an approximate total of $4.4 billion. The acquisition is designed to further drive the telecom provider’s online and mobile video strategies, particularly advertising, and will support and connect Verizon’s IoT platforms with consumers and businesses.

The transaction will take the form of a tender offer followed by a merger, with AOL becoming a wholly owned subsidiary of Verizon upon completion. Subject to customary regulatory approvals and closing conditions, the companies expect to close the transaction in summer 2015.

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The Next Billion-Dollar Retail Opportunity? Mobile

OtherLevels - CEO Ramsey Masri Headshot
For retailers anxious to crack the code on mobile marketing to their smartphone-empowered shoppers, look no further than these numbers:

  • 30% of shoppers aged 16-34 use apps to plan out their purchases each month;
  • 32% of consumers want retailers to integrate their online, mobile and in-store shopping experiences; and
  • 75% of consumers use their smartphone while shopping.

So if three quarters of spending-age consumers use a mobile device as a shopping companion, and the mobile internet is predicted to support $700 billion in commerce by 2017, then there’s a “billion dollar mobile opportunity” waiting right around the corner.

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Video Viewers Are 1.6x More Likely To Purchase Than Non-Viewers

InvodoScreenWith a flurry of retail experiences available, customers need every edge they can get to make the right choice before a purchase. Videos give these shoppers the chance to gain more product insight before making a final purchase decision.

In 2014, online shoppers who viewed video during their purchase process were 1.6 times more likely to buy than shoppers who did not view video, according to the Invodo 2014 Video Commerce Benchmarks Report. Top performers on the Invodo platform experienced customers who viewed video 3.3 times more likely to purchase those who did not view video.

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iPhone Users Are More Likely To Shop Using Their Devices

RR Fluent ImageConsumers who have iPhones are more likely to use their devices to purchase products, according to research from Fluent, a customer acquisition solution provider. In fact, 18.6% of iPhone users said they have made at least seven purchases with their devices over the past year. Only 10.7% of Android users said they made the same amount of purchases over the same period of time. 

More than half of consumers made purchases on their smartphones in 2014. As many as 50.5% of Android users reported making at least one purchase through their phones in 2014, while approximately 56.8% of iPhone users made at least one purchase during the same time period.

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Uber Tests Same-Day Delivery Service For Merchants

Uber is testing a new same-day delivery service powered by its network of drivers, according to a report from TechCrunch. More than 400 retailers and brands, including Hugo Boss, Louis Vuitton, Neiman Marcus and Tiffany’s, have been either “in talks” with Uber or are already testing the delivery service.

Mobile shopping app Spring is partnering with Uber to test the program. The company sent a promotional email to app users offering delivery of select products from participating brands such as illesteva, Bing Bang Jewelry, Phyllis + Rosie, Mack Weldon, Jinsoon, Industry Standard, Outdoor Voices and Negative Underwear. Although the program undoubtedly targets consumers who want their orders as quickly as possible, it also targets higher-end brands with an online presence, as it empowers them to deliver locally available inventory to customers on the same day.

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Apple Watch Skeptics Are Wrong. Here's Why The Apple Watch Is A Game Changer For Business

VP ElasticPath head shotAlthough most pundits don’t see it yet, the Apple Watch will deeply disrupt the way people behave and companies do business, in the same way that the iPhone fundamentally shifted our relationship with so many brands onto an indispensable four-inch slab of glass that we now carry everywhere.

The Apple Watch officially launched on Friday, April 24, and already analysts estimate that Apple sold somewhere between one million and two million watches in its first two days of pre-sales, with the bulk of those sales being attributed to the $350 “Sport” model. Apple also reportedly sold about 10,000 of the luxury-priced “Edition” watches. At their lowest end, these estimates mean that Apple sold more units in 72 hours than the entire Android Wear ecosystem did last year. Yet the real test will be how the Apple Watch impacts the world of commerce, and whether it transforms consumer behavior.

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5 Ways Location-Based Services Are Transforming The Retail Industry

Mobpartner head shotNot long ago, when we spoke of location-based services and retailers, it was with a note of caution. Getting a somewhat conservative industry to adopt new wireless technologies that didn’t yet have many proven use cases seemed like a long shot. 

Fast forward a year, and we are cautiously optimistic. Retailers are grasping the advantages of location-based services more quickly than expected and are ready to climb on board.

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Cross-Device Targeting Becomes Top Mobile Marketing Priority For 2015

RR Criteo Image

More than half (58%) of retail executives and ad agencies point to cross-device targeting as their most important asset for mobile marketing efforts in 2015, according to research from Criteo. The research shows that 42% of these respondents consider consumer engagement as the top goal for their mobile app strategies.

The report, titled: eCommerce Industry Outlook 2015, highlights seven trends that are expected have a significant impact on the online shopping industry over the next year. The report is designed to help advertisers stay ahead of the curve and adjust their marketing strategies and investments to align with consumers’ evolving online shopping behaviors.

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Navigating Omnichannel The Right Way

VP InMoment head shotRetail IT spending is expected to surpass $190 billion in 2015, driven by trends such as omnichannel integration. In this era of technical innovation, consumers want all touch points with a brand to be interconnected for a seamless shopping experience whether online, in store or on a mobile device.  To respond to this need and provide consumers with the exceptional shopping experience they desire, forward-looking retailers are implementing far reaching omnichannel strategies in 2015.

So what do retailers need to consider when they set out to not only provide their products and services across various channels, but to actually design and build out meaningful customer journey experiences that flow smoothly from one channel to another, a true ominchannel approach?

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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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