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What is the impact of mobile on the retail industry, both in-store and online?

The retail customer experience is a shifting collection of moments that occur while shopping online, in-store, or resolving an issue through a contact centre.

Today, mobile is used in all of these channels to varying degrees, whether customers are comparing prices or reading product reviews, making a purchase with a mobile wallet, or receiving personalized promotion offers via text or social media channels.

Customers are more empowered than ever before thanks to mobile.

In fact, 45 percent of consumers use their phone to compare prices in-store, and 65 percent have retailer apps on their phones. It’s no surprise that customers have higher expectations for consistent interactions, timely and accurate responses, and a positive overall shopping experience.

There are three key areas where mobile can drive greater differentiation and value to help retailers address rising customer expectations and improve in-store experiences.

Analyzing data in a secure manner to gain a better understanding of your customers
Transactions, multichannel interactions, social media, and syndicated data from loyalty cards and other customer-related information have improved retailers’ ability to create a consolidated, continuously updated view of customer behavior and preferences.

To capitalise on these volumes of data, retailers must be able to securely manage and access it in the cloud, as well as perform meaningful analytics, so that they can quickly create greater, more accurate context for mobile interactions that improve the customer experience.

From understanding the customer’s location in near real-time to analysing recent purchase history, retailers can more accurately deliver relevant, personalised, and timely offerings via a mobile device, improving both the mobile and in-store shopping experience.

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