Most retail brands — Amazon excluded — are still searching for better ways to increase revenues through mobile. But early struggles to leverage the technology isn’t discouraging those companies.
Despite the challenges, many retailers are eager for new ideas and outside-of-the-box thinking to try and find new pathways to success, especially when it comes to using mobile in-stores. As RetailMeNot reports, brands are eager to invest in any strategies that boost in-store engagement, inspiring deeper brand loyalties while increasing sales.
The report also addresses a longstanding disconnect between how retailers think and how they spend their money. Digital marketing — and, in particular, mobile marketing — has long been viewed by retail leaders as critical to the future of their brands. But investments didn’t necessarily reflect those values, possibly owing to uncertainties regarding how to approach digital opportunities.
Now, the fog is lifting, and valuable mobile investments are making themselves known. That’s easing retailer worries and encouraging increased spending across the board.
Deeper Omnichannel Investments
Retailers aren’t just looking to invest into basic mobile engagement features. They understand the value of an omnichannel experience, and they realize mobile is the key to breaking down silos and catering to changing customer behaviors.
RetailMeNot notes that investments into mobile-only retail features, such as mobile apps, websites, and mobile coupons, will remain level in the short term.
“However, as retailers expand their mobile efforts and look for new ways to utilize their brick-and-mortar locations, tactics like online fulfillment and buy online pickup in-store will grow in utilization,” per the report. “Many consumers view their smartphone as a research tool, and visibility to store inventory or location-based deals and more may provide the incentive needed to drive them inside stores.”
The report also highlighted an are where retailers continue to drag their heels: Location-based strategy. Despite the numerous advantages of location-based marketing, which can use location and context to deliver more relevant content and experiences, retailers are slow to invest into the necessary technologies that leverage this information.
So while the industry is getting smarter and more savvy overall, there’s still work to be done in embracing everything mobile tech has to offer.
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