Retailers are focused on significantly expanding the use of mobile technology for customer identification, customer engagement, associate training and task management, point of sale (POS) and payments, says a recent report that assesses how mobile devices are completely changing retail operations and the shopping experience for consumers.
The BRP Special Report: The Mobile World of Retail emphasises how mobile devices are impacting retail in five key areas – customer identification, customer engagement, associate training and task management, mobile PoS and mobile payment.
The report finds that identifying the customer and then delivering a personalised experience is identified as one of this year’s top priorities by 70 per cent of retailers. About 31 per cent of retailers plan to implement mobile tools for customer engagement within the next 12 months and 89 per cent plan to offer mobile solutions to associates within three years.
By 2020, 84 per cent of retailers will utilise mobile POS in their stores. As for mobile payment, its acceptance is increasing rapidly with fewer retailers taking a wait and see approach.
"Putting mobile devices in the hands of store associates is now a necessity to keep up with the customer who has a plethora of information available at her fingertips. Associate mobile devices enhance the shopping experience by accessing real-time inventory and customer data and offering the ability to service customers and process transactions anywhere in the store," said Perry Kramer, vice president, BRP.
BRP surveyed the retailers to explore the current state of how mobile technology is shaping retail capabilities, priorities and processes to better understand the actual impact mobile devices are having on retail and the shopping experience.
The report digs deeper into findings from the BRP 2017 POS/Customer Engagement Benchmarking Survey to explore the significant impact of mobile devices on store operations and how they are changing retail.