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The Importance of Mobile Marketing to Brick-and-Mortar

Mobile Marketing to Brick-and-Mortar

Imagine this – you’re at your favorite clothing store, trying on a new outfit, and deciding what jacket and jeans to buy.  The store associate comes and asks you if you need help, asks your name, and then says to you “Ms. Smith, I think that this scarf would go great with that blue dress shirt you bought last month, and in fact, these shoes match that purse you bought at Christmas.”

That is the power of mobile point of sale (POS). And is why mobile marketing needs to be at the forefront of brick and mortar.  The ability to bring an online shopping experience into the physical store, will create a true customer-centric shopping experience.

According to a survey we conducted in late 2013 “Breaking Through Customer Engagement Barriers”, mobile POS is only deployed by 26 percent of retailers across the United States today, with 51 percent planning on implementing it by 2018.  This large increase in one technology (at the expense of brick and mortar) shows that retailers are now changing the way they think: they understand that the consumer now owns the relationship with their brand, not the other way around. 

The important factor to consider here is not only how this will increase the overall customer experience, but also how this will improve the brand’s value proposition – in real-time at the store level.  Mobile POS allows in-store associates to recreate that old “shopkeeper” experience in the modern world.  In real-time, store associates will be able to update customer data, as well as obtain customer data from their corporate database.  This helps them provide more relevant offers, adjust offers in real-time to close a sale, and develop an overall personalized approach.

Most retailers still expect brick and mortar stores to be their top source of revenue in the foreseeable future.  By utilizing mobile technology within the store, retailers can potentially increase sales, increase the quality of their customer data across all data points (collect email, home address, update purchase information, quickly and in real-time) and most importantly, improve the brand experience, which in turn, increases the long-term value of customers.

For more information, please download the survey here: "Breaking Through Customer Engagement Barriers"

Author Bio

Anthony Pauley

Anthony manages marketing for Yes Lifecycle Marketing which includes content marketing, lead generation, go-to-market strategies, partner marketing strategies and a host of other responsibilities. Prior to joining Infogroup and Yes Lifecycle Marketing he worked in business development and marketing for Experian Marketing Services. His expertise being around data, data processing and database marketing technologies in both B2C and B2B applications, Anthony brings a wealth of knowledge and experience to the marketing group and is looking forward to establishing Yes Lifecycle Marketing as a leader in the market place.