Daily Dose of iQ: 5 Ways to Use Mobile In-Store

Jul 19, 2011 — Allan Pulga

RetailCustomerExperience.com published an article today about retailers' ability to connect with customers' smartphones to generate in-store purchases.

"Smartphones are rapidly transforming the retail landscape and blurring the lines between online and in-store customer experience," said Rand Nickerson, CEO of OpinionLab, a mobile market research company. "With many retailers generating greater revenues in the store compared to online, using mobile initiatives to incentivize in-store purchases will lead to improved sales."

OpinionLab offers 5 tips for improving the multichannel shopping experience:

1. Allow for increased product research. "Put in-depth product detail at your customers' fingertips, and you can mitigate their need to perform additional research and boost the likelihood of a purchase. Add quick response (QR) codes to in-store displays to draw customers directly to branded mobile sites that provide one-stop access to far more information than traditional brick-and-mortar aisles can provide: comprehensive product information, comparisons and more."

2. Offer meaningful deals and discounts. "Take a proactive approach by pushing incentives through near-field communication (NFC) technology. For example, as a customer browses the outdoor furniture section, send an instant discount on patio umbrellas to his or her mobile device."

3. Provide product reviews and demos. "Make peer reviews and demos easy to access in the brick-and-mortar space. Keep shoppers in your brand backyard by linking them directly to reviews through QR codes on store displays and including store-made videos showing products in use.

4. Games can help engage and reward customers. "Enhance loyalty programs by adding a social twist: invite shoppers to compare points with others or introduce customers via Twitter, Sonar, etc. based on buying patterns. Weave NFC or mobile geolocation technology in with such promotions to push special offers to shoppers who take certain actions, such as visiting a dressing room, filling a basket with $100 worth of merchandise, or spending a certain amount of time in the store."

5. Ask for feedback. "Give consumers 24/7 access to customer service through their mobile devices and leverage social media to respond to questions and service inquiries via Twitter, Facebook and the like. Most of all, make sure your customers can send open-ended feedback directly to you at anytime, from anywhere using simple, opt-in mobile comment cards."

Tips like these are encouraging to us at iQmetrix, as we continue to build our XQ Interactive Retail platform, which takes a number of elements from both online and mobile shopping (e.g. product reviews, promotions and discounts, QR codes, etc.) and brings them into the in-store environment.

With XQ, we hope to help wireless retailers offer a unique and engaging experience to their customers -- one that provides all the information they're looking for as they shop for a mobile device.

Topics: Retail Operations, Mobile Industry, Customer Experience

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