Promises of Mobile in Retail

Mobile technology in retail has been the source of a tremendous amount of buzz since coming on the scene a handful of years ago.

Mobile in Retail: What's the Buzz

Devices have ranged from off-the-shelf consumer tablets to purpose-built rugged devices to now hybrid devices that can be both fixed and mobile depending on the use case. What has remained consistent over the years, however, is the use of mobile devices by managers, associates and as a POS device can have a dramatic impact on the success of the retailer and improving the shopping experiences for customers when implemented properly.

What no one can deny in retail is that the rise of online retail is forcing retailers to rapidly improve the customer experience. Consumers that once HAD to shop now must WANT to shop and transforming the customer experience in terms of depth of

When Mobile Is Done Correctly

When mobile done correctly, profits and an increased customer experience can be achieved. According to the latest research from IHL Group, the level of sales improvement can range by segment and type of device from 25%-219% higher sales growth in 2017 to in some cases where average sales growth is expected to be 146% higher for 2018 as the company roll-outs are completed.

We say “when done correctly”, as just adding mobile devices at retail stores does not automatically turn into increased sales.

Three items must be in place for mobile success.

Specifically, IHL has researched and found that these 3 items must be in place for mobile success. They are the following:

1. Associates are properly trained on using the devices (to not lose eye contact)

2. Side by Side transaction – solving the customer problem – so customer can see what you are doing.

3. Not in the way, but sales assist – the device is not a replacement, but enhancement to the sales process.

These are the bare minimum processes. The key point is Mobile is used as an enhancement to the experience for the consumer and not as a replacement. When followed, these best practices can make striking improvements to order value and the bottom line.