Research indicates that, among most other aspects of the retail shopping experience, consumers are generally happy. Two-thirds of consumers were happy with the shopping environments and product quality offered by retailers.
But certain shortcomings seem to dovetail with a lack of mobile integration. Only 51 percent were satisfied with retail web environments and returns, and just 52 percent were pleased with their interactions with staff, as well as product deliveries.
The potential for mobile to address these pain points is clear. Self-help kiosks and assisted selling tools could improve staff interactions and bolster the brick-and-mortar experience. Mobile point-of-sale solutions could also help experiences at checkout, and online-to-offline selling could improve both the retail web experience and both shipping and returns for consumers.
Those opportunities are not being implemented by retailers today. Only fifty-six percent of retailers offer next-day delivery, and just 11 percent offer same-day options. Fifty-seven percent allow shoppers to make online returns at a physical store — the rest must go through the work of repackaging and re-shipping purchases they no longer want.
Meanwhile, a mere one percent of retailers equip sales staff with tablets to reinvent associates as smarter, more efficient assistants on the sales floor.
These are mobile solutions consumers clearly want, but retailers are dragging their heels on adoption. Instead of giving consumers what they want, retail brands seem committed to resistance — and as competitors adapt, stubborn companies are at risk of alienating their consumer base.
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