In 2015, retailers took significant steps forward in their integration of mobile into the shopping journey, and as shoppers spend more time on their mobile devices, strategies will continue to grow in sophistication. Mobile payments and wearables were launched for a variety of platforms, and beacon adoption continues to rise, quickly transforming what consumers can expect from their shopping experiences. While there’s still much to understand about where retail and mobile are each heading, there are signs that retailers will strengthen their use of mobile platforms in 2016, and begin to discover the real possibilities of connected consumers. Here are three, in particular.
The Rise of Beacons
Beacons have been a topic of intense excitement and discussion ever since they were introduced as iBeacons at Apple’s 2013 Worldwide Developers Conference. Forty-six percent of retailers launched beacon programs last year, up from only 15 percent in 2014. It’s not hard to understand why. Beacons, leveraged alongside wearables and push notifications, create a powerful link between a shopper’s physical and digital journeys. Consumers frequently make final decisions in-store, and retailers will now be able to recognize and reach these shoppers on their mobile devices with promotions to close a sale.