Put mobile tools in the hands of store associates, create the endless aisle, enable self-serve, and deliver effective digital messaging.
Retailers spend most of their budget and energy on the in-store experience. It only makes sense - upwards of 95 percent of revenue is generated inside the brick-and-mortar stores. However:
Further complicating or enhancing the equation, depending on your perspective, is the influence of mobile. No one has summed up the impact better than Gibu Thomas, senior vice president of mobile and digital at Walmart, who was just named Mobile Retailer of the Year by Mobile Commerce Daily.
"Almost every facet of our lives has been transformed by a smartphone, but when you walk into a store…your shopping experience is still very much what it was 10 or 20 years ago," said Thomas. “The possibility of mobile bringing the Web to the store is incredibly disruptive. Ecommerce brought the store to the Web and mobile brings the Web to the store. Our biggest opportunity in mobile is to drive offline-influenced retail sales with these capabilities, making it easier for our customers to shop with us," he said.
Mobile sets the stage to integrate and create synergy among experiences on- and offline. As Vibes opines in its Mobile Consumer Survey, "A major factor driving consumers to research a product from their mobile phone while still in-store is simply to feel better about their purchase." Here are four ways to do just that.
As Gibu Thomas noted, bringing the web to the store is incredibly disruptive. Make it disrupt your customer experience in the best possible way.
Melinda Krueger is a senior marketing consultant with ExactTarget and a digital marketing veteran – starting with direct, moving to interactive, specializing in e-mail, and now charting a course for mobile marketing. Working with the best agencies in the business, she has helped Harley-Davidson, Miller Brewing, Sears/Kmart, CDW, and many others build their interactive marketing programs. Melinda holds an MBA from Marquette University and is a highly-rated speaker for professional organizations and business schools. As the Email Diva, Melinda answered questions on all aspects of the practice. Your questions about mobile are welcome!
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