Retailers Prioritize In-Store Mobile Tech But Struggle to Implement It
Mobile technology is impacting the way that consumers shop in physical retail stores. I know. Shocker, right? But the findings from a recent survey dive a little deeper into the role mobile technology has had in how retailers think about their own in-store shopping experiences. And while they certainly are aware of the role of mobile technology in their stores, they haven’t necessarily figured out the best way to capitalize on it.
The findings come from BRP’s 2019 In-Store Mobility special report, which is based on the consulting firm’s wider consumer engagement study.
In it, BRP found that 63 percent of customers reported using their phones while in a store shopping to do perform various tasks. Customers, then, clearly expect to, and actively do, have their phones out and active while they’re in a store shopping. As such, 49 percent of retailers said that the customer mobile experience is one of their top customer engagement priorities.