In 2016, research from Accenture found that global retailers were failing to meet consumer demand for increased convenience while shopping with mobile devices. The same research found that the number of consumers shopping “on the go” using their mobile devices was consistently on the rise.
While many retailers have spent their time focusing on the basics of taking their offerings digital – creating smartphone-optimised websites and apps – most aren’t successfully embracing, and leveraging, the possibilities around digital in-store activations or real-time in-store promotions and they aren’t embracing mobility management to improve their customers’ shopping experiences.
Many companies avoid conversations around mobility management entirely because they fear that they’ll have to make sizeable, and costly, investments in building and maintaining a high-tech mobile experience. But you don’t need the niftiest app to be a success, you simply need to give customers a positive and consistent experience. Often, the simpler concepts, work the best.
If you’re a retailer looking for a little inspiration, here are a few stores who are getting mobile right:
Starbucks: The coffee brand’s app has long been hailed as an Omni-channel star and for good reason. Using only their mobile phones, Starbucks customers can purchase coffee and reload their Starbucks card; all changes and new rewards are updated in real time.
Macy’s: This department store chain proves that you don’t need to do anything too fancy to embrace mobile. They regularly SMS special offers to their customers based on seasons, holidays and new products. Knowing that their customers are rarely without their mobile phones, they use this platform to punt promotions that have a time limit, which drives customer action.
Home Depot: This US retailer uses their website, and cash discount coupons, to drive customers to sign up for mobile alerts based on their personal preferences. Garden fundi? Home Depot will ensure that the latest gardening specials and promotions are sent directly to your mobile device. These messages are also more personalised because they are based on each customers’ likes and dislikes.
Best Buy: Mobile apps are associated with higher consumer loyalty. US consumer electronics retailer, Best Buy, uses the information they are provided by customers who download their app to notify shoppers when products they like go on sale.
Sure, sending out SMSes to your customers may not seem that sexy but when used properly, this approach can yield great rewards. But getting mobility management right means having the right partner to help you manage your telecoms ecosystem. Keen to learn more about all things digital, telecoms and innovation? Sign up for our monthly newsletter below.