Is mobile the future of retail? Yes, but It’s also the norm right now. People seem glued to their smartphones 24/7. And everyone from the local credit union to the leading fashion brand is attempting to utilize mobile technology to communicate to its audience.
Mobile may have made it easy for brands to directly and personally speak with customers, however, its popularity has inundated shoppers with content and advertising. This means it’s becoming even more difficult for retailers stand out.
Some retail brands have found exciting ways to move beyond the noise. These retailers are currently using mobile technology to develop unique experiences, create digital and online brand consistency, make meaningful customer connections, and drive traffic to their brick-and-mortar stores. So who are they and how are they doing it?
Macy’s Sends a Signal
Macy’s has been leveraging beacon technology since 2013. Testing it in its New York and San Francisco markets, before rolling it out to its full line of stores the following year. When an opted-in customer walks into a Macy’s store, they receive product recommendations and discounts tailored just for them, straight to their phone.
Macy’s upped its beacon technology ante during the 2015 holiday season with the Macy’s Black Friday Walk In and Win game. Customers who downloaded the Macy’s app were eligible to win instant prizes as they shopped in store on Black Friday and throughout the weekend.
Beacon technology is one way Macy’s has been in the forefront of mobile strategy. Macy’s continues to bridge the gap between its channels, entice shoppers into its stores, and provide its customers with an enticing, unique and personalized experience.
Best Buy Scans for Opportunity
Customers already use their mobile devices to research product information and prices throughout their shopping journeys, so Best Buy made it even easier with scan technology on its app.
While browsing a Best Buy store, customers can use their phones to scan products to learn more information and create shopping wish lists. Couples can even create and keep track of a wedding registry. They can scan the products they want, like a GoPro, a faster laptop, or a new washer and dryer – it all gets added to the gift list.
Best Buy recognized a popular shopping behavior and quickly adopted it. With its mobile app, Best Buy makes the customer’s path to purchase easier, the shopping experience more fun and engaging, and its retail channels unified.
Starbucks Orders Out
Starbucks has always been a leader in innovation, turning coffee into an experience.
Today, the customer experience is even more important than ever. Digital technology has empowered customers, giving them unlimited access to information anytime, anywhere. This power has led to higher standards and expectations. Who wants to waste time waiting in line for an Iced Caramel Macchiato? The Starbucks app enables customers to order and pay for their favorite drink or food ahead of time, so it’s fresh and ready to go as soon as they step through the doors.
Starbucks embraced the democratization of retail and responded to the new, pickier always-connected customer’s expectations. Through its app, Starbucks gives customers exactly what they want immediately, makes digital transactions easy, and in turn, provides an even better customer experience.
Mobile has already changed the retail playing field by providing shoppers with instant access to information and shopping options. It is crucial that retailers embrace shoppers’ reliance on mobile technology, and develop a seamless brand experience between digital and brick-and-mortar channels.
Mobile’s role will only continue to grow and become even more competitive. While this is a huge challenge, especially for retailers going up against competitors who seem to be ahead of the game, it is also an extraordinary opportunity. In this constantly changing industry, there is always room to improve strategy and optimize retail experience. By embracing new technology as it launches, retailers can find innovative ways to create unique experiences, form meaningful connections and gain repeat purchases.