Manage Learn to apply best practices and optimize your operations.

How to address the mobile customer experience

Retailers are coming to understand that mobile devices are increasingly part of the in-store customer experience. But using them correctly is a delicate balancing act.

This article can also be found in the Premium Editorial Download: Business Information: LBS technology expands customer service, business operations:

Mobile devices are becoming a key component of the retail experience in stores. According to a Forrester Research...

report, 82% of U.S. consumers make purchase decisions when they are in the aisle of a store, and 56% use smartphones to check prices online at least "most of the time."

The hurdle for many companies is turning customers' mobile shopping activities to their advantage because they lack the infrastructure to address mobile customer experience. Companies retooling digital operations should follow four directives, according to Forrester Research analyst Adam Silverman.

Invest in the right technology. Silverman said companies struggle to stitch together technologies that can aggregate customer data. Most focus on just a few pieces, such as inventory information or enabling the free flow of information to customers and companies. Product information must be shared quickly and efficiently.

Make the employee experience easier. Arming store associates with technology can boost customer experience; 42% of consumers would engage an employee with a mobile device while in-store, Silverman said.

Mobile customer experience

Turn data into insights. The mass influx of customer data from digital avenues begs the question of where the data will be stored, who is responsible for it and how it can be turned into actionable insight. That will require a significant investment in tools and staff, Silverman said, to link elements such as in-store analytics with Web-based data to generate richer customer profiles.

Support real-time experiences, within reason. Ultimately, businesses have to provide contextual customer experiences based on real-time insight from various sources, including CRM data, analytics, location and mobile data. Silverman described that as a Holy Grail scenario, which is problematic if companies bombard customers with real-time offers. Ideally, companies should subtly recommend services designed to enhance the experience. 

Next Steps

Mobile devices may change the culture of Black Friday

Mobile technologies could aid the rise of lifestyle centers

This was last published in October 2015

Dig Deeper on Mobile CRM software

PRO+

Content

Find more PRO+ content and other member only offers, here.

Join the conversation

1 comment

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.

How is your company addressing the mobile customer experience?
Cancel

-ADS BY GOOGLE

SearchBusinessAnalytics

SearchDataManagement

SearchSAP

SearchOracle

SearchAWS

SearchContentManagement

SearchSalesforce

Close