Marketing is about communicating messages in a timely and relevant fashion to a specific target audience. And with advances in mobile technology, brands and retailers have the opportunity to do this in-store with increased success.

In this article, I will explain how ruggedized tablets and intuitive software can drive contextual engagement with customers further, fostering long term loyalty and ultimately increased revenue.

The retail landscape continues to evolve, and a key issue for retailers is putting the customer in control, without relinquishing their own authority. Already armed with smartphones, customers want to feel empowered at all times. However, with the right technology, retailers can provide staff and customers with the information when it is needed in-store and in a manner which matches consumer expectations at the same time as managing their route to purchase.

The digital journey

Successful retailers are bridging the online/offline divide and using mobile technology, such as tablets, to digitally engage and convert customers in-store. For some time, retailers have encouraged consumers to download an app onto their smartphone. However, just like physical loyalty, they take up space, in this case phone memory. More importantly, they do not always drive engagement at the right time i.e. at the shelf edge.

Making it mobile

Putting mobile devices into the hands of store associates enables retailers to bring familiar technology into stores, and improve the quality of service being offered.

From checking stock availability to queue busting, mobile has the power to enrich bricks and mortar shopping, while making life easier for retail staff.

Even without human interactions, it is still possible to manage customer experiences in the store environment. Mobile technology, in particular hardware, operating systems and apps, are making the self-service transformation possible.

Mobile hardware enables businesses to create customised in-store terminals, kiosks and digital displays for a fraction of the previous cost, while operating systems and apps provide robust and contextual interactions for consumers to foster trust and loyalty in-store. Providers such as Intel are leading the way in this area through cost-efficient, valuable and reliable hardware.

From a business perspective, the latest mobile technology developments enable organisations to remotely control the user experience, update apps and operating systems quickly, monitor user activity and device health. In this regard, companies can provide the customer experience they want while having the IT systems in place to support it.

Understanding interactions

One major advancement that new tablet solutions have brought is the ability to analyse the success of digital interactions, enabling retailers to understand the engagement levels of customers with their customer facing devices. This is particularly important as the digital and physical worlds continue to converge.

In this regard, retailers can evaluate what content and functions shoppers have used and can tailor and optimise them accordingly – to drive future use and loyalty.

So by taking a fresh approach to mobile technology in-store, retailers can breathe new life into their digital interactions with consumers, driving repeat purchases and sustained growth.

 

By Jonathan Wharrad, Business Development Director at Moki


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