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.

Nordstrom Focuses On Mobile App, New Leadership Team To Engage Shoppers

In this exclusive interview with Shea Jensen, Vice President of Customer Experience at Nordstrom, Retail TouchPoints delves into the brand’s new mobile and digital initiatives. Acknowledging that Nordstrom shoppers are looking for a better digital experience, the department store retailer has implemented a number of updates to the branded app. “We’re continually looking at ways that technology can support evolving how we serve our customers, who increasingly want a digital shopping experience,” said Jensen.

3 Unique Challenges E-Commerce Enterprises Must Overcome

It was the advancement in technology that created the Internet and paved the road for the creation and success of the $2 trillion business we call e-Commerce. This market is projected to continue growing well into the future. While there are 12 to 24 million online stores in the marketplace, only 650,000 of them generate meaningful revenue. Successful online retailers, extraordinary as they may be, are facing three major problems. Surprisingly, these challenges arise from the advancement in technology, much like the rise of the e-Commerce space itself. Not surprisingly, their solution is also born of the same fabric: tech advancements.

Commerce In The Cloud — Is It Really Pay As You Go?

The directive from the Executive Board is clear: pay as you go, or don't go at all.  No more capital investments into projects and systems for products and markets that aren't tried and tested. And why shouldn't such an edict be issued? They've been burned, time and again, by projects delayed or scrubbed for business systems that were supposed to streamline processes, generate revenue and make life easier. Instead, money goes into the pit of never-ending projects to try and fulfill the whispered promise of software. Management doesn't want to hear about a software project until it's a proven success. Wouldn't it be nice to walk into a board meeting with a report on the new e-Commerce site for a new product launch, up for six months generating big revenue for a low cost of entry, so low you didn't need their approval to get it off the ground and take it to the cloud?

67% Of U.S. Consumers Visit Stores After Researching On Mobile

  • Published in Mobile
Although shoppers can now use mobile devices to connect with and purchase from retailers, two out of three U.S. shoppers say they still follow up their mobile research with an in-store visit, according to research from XAd. Shoppers also are using mobile to engage more within the store, and are 75% more likely to use their devices upon entering the store than they were three years ago. Given that 78% of U.S. consumers researching products and services on their phones seek to make their purchase in one day or less, retailers must deliver timely, relevant messages to consumers whether they’re in the store or at home. Marketers also can enhance the in-store experience to enforce loyalty, or to retarget these customers on their devices at a later time to gain repeat business.

SafetyCulture Releases Audit Inspection App

SafetyCulture has released the iAuditor, a mobile inspection app designed to perform a wide range of inspections and audits, providing brands with real-time visibility into collected data. The SafetyCulture platform enables users to analyze all the information collected from iAuditor so that brands can view trends, exceptions and areas that need follow-up. With the iAuditor app, retailers can: Conduct internal audits, even when out of network coverage range; Preview audit reports within PDF files; Export audit reports to email; and Sync all data with the SafetyCulture platform.

In Fashion, Acquiring ‘Shop Hoppers’ Must Be A Top Priority

As fashion retailers aim to acquire new consumers, they should narrow their focus to shoppers that have purchased from at least one new retailer in the past year, according to a survey from Criteo. On average, these “Shop Hoppers” purchased 4.3 product categories in 2016, 44% more than their non-Shop Hopper counterparts. These shoppers also are more fashionable, with more than twice as many Shop Hoppers saying they like to keep abreast of fashion trends.

Lululemon Strives To Be ‘Data-Informed’ Not ‘Data-Driven’

In an effort to “amplify the authentic relationship” between the lululemon brand and its customers, the fitness apparel retailer is working to unlock data silos in order to stitch together a 360-degree view of shoppers, said Gregory Themelis, Director of CRM and Guest Insights for lululemon athletica, in an exclusive interview with Retail TouchPoints. But an important distinction for lululemon is to be “informed” by the data, not “driven,” noted Themelis. “Our objectives are built around engagement and understanding our guests.” To that end, lululemon created a new “Digital” division in June 2015, led by Miguel Almeida, Executive Vice President, Digital.

39 Million U.S. Consumers May Be Shopping Globally

E-Commerce has the ability to bring the world's products to your doorstep, and more than three quarters (77%) of U.S. consumers have either bought across borders or are ready to do so. A new consumer survey reports that 42% already have purchased products from non-U.S. digital retailers, and another 35% are open to the idea. As many as 39% of shoppers who already have shopped globally had completed purchases during the week prior to participating in the survey. The survey, conducted by IPSOS for Bronto Software, reveals major opportunities for global e-Commerce retailers in the U.S. market. Titled, Where We Buy: Consumer Attitudes On Global Commerce, the report confirms that domestic merchants are now competing in a truly global marketplace.

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…

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.
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