Mobile Communication
IN-STORE MOBILE COMMUNICATIONS:
With the huge growth in smart phone and tablet ownership, especially among young consumers, there is a clear window of opportunity for high street retailers to use these intelligent devices to improve the in‐store experience. We are already starting to see the impact of this trend. For example, the expansion of reliable WiFi enables the introduction of mobile payments technology. This allows customers to avoid lengthy queues by paying with their smart phones. Similarly, by logging onto the retailer’s website when they are in‐store, they are able to find out more about the products they want, providing a richer customer experience. Retailers have realised that technology and shifting buyer behaviour also presents important opportunities. For example, for some time they have sought to create a similar user feel for their online and bricks and mortar offerings, with varying degrees of success. Now, the focus is firmly on
convergence – integrating tablets with mobile payments and mobile point of sale to create a seamless online, offline and in‐store experience for the customer. The impending roll‐out of 4G communications may also provide a new opportunity for high street brands looking to trade more flexibly and cost‐effectively. In supporting the ‘pop up shop’ concept, it can enable them to trade and provide the consumer with the full brand experience for short periods, such as at major sporting or cultural events. And, by providing the necessary data connectivity to allow effective trading until a landline link becomes available, 4G also offers the opportunity for growing retailers to bring forward the planned opening of a new store. In adopting such initiatives to drive competitive edge, much is made today in marketing terms about personalising the customer experience. Though this is an important element in demonstrating that the retailer understands the customer and their needs, by itself it is not enough. To‐date, take‐up of new in‐store technologies has been slower than many anticipated. Part of the reason for this is that
convenience is key
Over the past couple of years there has been slower than expected take-up of some innovative mobile initiatives. Richard Olds, CEO at Vista Retail Support looks at what it takes to ensure mass market acceptance of todayʼs smart technologies in a retail environment.
there have been question marks over whether the underlying technology in each case is robust enough to ensure that new services are delivered consistently and reliably. After all, no‐one likes playing ‘Russian Roulette’ with any aspect of their shopping trip, lacking confidence or certainty in whether the services they want and like will be available 100 per cent of the time. Technology for its own sake, no matter how clever or spectacular, is just as likely to fail in the world of retail as elsewhere. Consumers have to be convinced that innovation is relevant and of real benefit. And the bottom line is that this will only happen if the shopping is made a more convenient experience.
Contact Vista T: +44(0) 29 2054 2460 W:
www.vistasupport.com
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www.a1retailmagazine.com
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