Comment: How Mobile brings retail channels together
Critics are rejecting the idea that retailers are operating in an omni channel world, claiming that most retailers are still not even multi-channel. By Paul Leybourne
The critics say that they may have optimised their operations and communications through each channel, but not across channels. Mobile is clearly one of the ways in which retailers can provide a consistent, seamless experience to customers, almost regardless of the channels.
Retailers can use mobile devices in various ways to interact with customers and improve their experience, from tablets used in-store for mobile PoS, visual displays and online services, to sending electronic coupons and gift vouchers to a customer’s phone, keeping them updated on offers.
For instance, in store, tablets connected to the internet via WiFi are a great way for retailers to offer their entire product offering, where previously they could only offer a limited range. This delivers better variety and availability of products which in turn helps drive sales.
A great example of this is our recent project with Reiss, the international men and women’s fashion brand, which has introduced iPads across all UK and US stores with a new fully managed WiFi network, in a bid to complement its multichannel offering and give customers full visibility of its entire product range.
Mobile gift vouchers are a great way of building customer loyalty and enticing customers back in store. Typically, the best deals are available online, so mobile vouchers play an important part in customers feeling that they can also receive good value for money in store. A step up from this is using mobile for up selling, if retailers can identify specific customer purchases, a mobile teaser campaign can be launched to promote products related to their purchase.
*Note: The Retail Bulletin’s 4th Customer Loyalty Conference is on 12th June 2013. Register now to network with your peers and learn the latest customer loyalty strategies.
Another method of delivering vouchers to customers via mobile is the use of push notifications. When a customer is within close proximity to a store, a direct message can be sent via short-range networks such as Bluetooth, with offers and discounts to persuade them to venture in.
A great example of the use of mobile technology in retail is our recent project with Reiss, the international men and women’s fashion brand, who has introduced iPads across all UK and US stores with a new fully managed WiFi network from Vodat International, in a bid to complement its multichannel offering and give customers full visibility of its entire product range in-store. The high street shoe retailer SoleTrader has also followed suit in the UK. View both press releases at The Connected Retailer, Vodat’s new blog.
Paul Leybourne is Head of Sales at Vodat International
The Retail Bulletin’s 3rd Mobile Retailing Summit will be in London, 24th September 2013. Click here to register.
