At the start of the m-commerce revolution, many wondered whether store shopping would become a thing of the past. Today, it’s clear that consumers still enjoy walking the aisles and seeing products up close. But that doesn’t mean they’ve put their mobile phones away. On the contrary, mobile has become an important channel for commerce and engagement INSIDE the store, offering consumers a chance to take and share photos of products they’re interested in, and “showrooming” to compare prices as they search to balance value with convenience. In fact, 48% of US and 46% of UK shoppers indicated they would be responsive to receiving messages and promotions to their phone based on their browsing experience in the store.
Effective use of mobile technology in the store requires retailers to provide seamless multichannel experiences involving not only consumer’s own devices, but also in-store kiosks (either freestanding kiosks or in the form of tablets held and operated by sales associates). With our new white paper, “Providing Seamless Multichannel Experiences for the Captive Consumer,” Usablenet leverages recent research on in-store mobile usage – both in the US and the UK – to detail a number of best practices retailers can follow to activate mobile in-store and engage consumers across a range of channels.
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Best Practices For Implementing Mobile In Stores
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