Embracing mobile technology to get closer to your retail customers in-storeJuly 10, 2019
Shoppers are now much more likely to research products, prices and stock availability before they leave home, or on their phone when out and about. While this level of prior research has seen overall footfall levels decrease, it has led to a corresponding uplift in conversion rates in physical stores.
Smartphones have become part of the shopper's journey as part of their product research tool.
According to a recent study published by Bazaarvoice, covering North America, APAC and EMEA, a massive 82% of smartphone users consult their phones on purchases they are about to make in-store and 45% read reviews before making a purchase. Such online research before buying was often linked to online purchase behaviour, but the research indicates that almost £4.03 is spent in-store for every pound spent online. Behaviour-based marketing provides an opportunity for stores to drive traffic in-store via mobile applications.
Mobile applications are driving customers back in-store. For retail marketers, this means information needs to be targeted to the right customers, at the right time and via the right channel. To do this well, marketers require access to every possible piece of insight that can lead them to a better understanding of the customer journey – including when and where they enter the store, how often they visit, how they browse, where they linger, the service they receive and the types of products they buy.
In today’s retail environment, knowing the true incremental benefit of any action is critical. By understanding which tactics are moving customers into the store, retailers can tailor their marketing initiatives to get the maximum return on their investment. Fortunately, as technology improves, so does our ability to get even closer to customers. The possibilities brought about by advancements in device connectivity and the wider concept of the ‘Internet of Things’ is enabling devices to deliver more and more information about customer behaviour. Harnessing this new insight and using it to inform marketing decisions is key to modern marketing effectiveness.
As smartphones, tablet/mobile POS and omnichannel marketing are so important in today's busy retail world, why not speak with one of the KFP team today to discuss how we can support your retail POS hardware.
Get in touch today to find out more:
Phone: +44 (0) 1235 539101