Fidelman says a clear mobile retail model has yet to win out, that "the industry is in experimentation mode," which is something we've blogged about with respect to mobile wallets and mobile payments.
The lack of a clear winner in mobile retail has resulted in a confused consumer, or at least one whose expectations of mobile retail are not being met, he writes.
Fidelman offers three (stating the obvious) recommendations for retailers to leverage mobile:
- Create customer loyalty through smart, innovated apps that produce value for the customer. You can then later push out promotional notifications.
- Make it easy to research and purchase your retail items in-store and out.
- Your website must be optimized for mobile use. This is not an option.
Have a look at the Cognizant infographic for stats and figures explaining why Fidelman's three recommendations make sense.