Top Mobile Retail Trends Retailers embrace technology to give customers the most unique experiences possible.
by Pat Dermody, president, Retale
I
n the toy industry, retailers are seeking new ways to incorporate mobile technology to determine if consumers are shopping for action figures, board games, or the hottest children’s toys. Retailers want to successfully target consumers and understand their shopping habits in order to create a better shopping experience in today’s hyper-connected world. The Pew Research Center discovered that 91 percent of consumers own a cellphone, giving brands a prime opportunity to connect with mobile consumers virtually anywhere at any time. Here are a few of the top strategies retailers have embraced this year:
Indoor Technology From finding the nearest store location to browsing deals on the go, a great app is worth its weight in gold. Today, retailers are taking them one step further by pairing these mobile tools with innovative indoor location technologies that enable customers to browse in-store maps and locate that elusive video game or doll that they found online (or through the retailer’s app). Indoor location integrations also alert the customer to other great deals or products that might be of interest as they approach a given aisle. Stores such as Nordstrom and Family Dollar have adopted indoor positioning, a technology used to track shoppers while in the store. It not only sees what customers are buying, but makes recommendations based on the contents of their shopping carts, and can even offer savings opportunities. Furthermore, with beacon technology already employed nationwide—including at Hudson Bay Co. and Macy’s—and more than 200 indoor mapping start-ups, according to Opus Research, these new innovations enhance indoor shopping experiences from both a brand and consumer perspective.
The Rise of the Digital Circular For retailers, driving consumers into a store is still one of the biggest tasks they are charged with today—and circulars re-
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main an immensely important tool for doing so. Circulars are not only a time-tested method of getting consumers through the door, but thanks to modern digital innovations, formerly in-print circulars are now being digitized and aggregated across web and mobile. This evolution has become a must for retailers looking to stay relevant in today’s connected world, where an omni-channel marketing mix is increasingly critical. Print circulars still have their place through digitalization; however, retailers are now provided with a way to make the most of the marketing and promotion they already engage in, while exposing a new generation of mobile device-oriented shoppers to their store experiences.
Keeping Consumers’ Privacy in Mind In today’s digital world, privacy is not only a hot-button issue, but is of the utmost importance, particularly when it comes to an industry such as retail, which is built on developing and maintaining long-standing relationships with consumers. Thus, retailers are tasked with tackling privacy concerns head-on, while simultaneously trying to use mobile platforms to better engage and interact with consumers. This is a tall task, but it is certainly a responsibility that retailers take seriously through heightened transparency, delivering opt-in as opposed to opt-out campaigns, and alerting shoppers with instore signage outlining the specifics of their digital programs. Remember: Customers want to receive product information that is personalized and relevant to their interests, but it’s important for retailers to avoid overstepping boundaries as they adapt to the latest mobile trends. ■
Pat Dermody brings more than 20 years of marketing, retail, and leadership experience to her role as president at Retale. As a veteran of both agency and client side marketing, she is skilled in offline and online channels, brand strategy and retail marketing, and mass and targeted interactions.
SEPTEMBER/OCTOBER 2014