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Evolving the Customer Experience With Mobile Technology

by Nathan Pettyjohn  |  
December 28, 2010

In this article, you'll learn how…

  • Using mobile technology can transform the brick-and-mortar customer's shopping experience
  • Mobile technologies can provide unique business intelligence

Retailers, marketers, and service providers are at an ideal point to capitalize on a massive opportunity to elevate the classic brick-and-mortar shopper experience.

With a comprehensive, intelligent, and customizable mobile solution, all stakeholders—from the retailer to the service provider to the consumer—can realize major, measurable benefits from embracing emerging mobile technologies.

But implementing a major technical rollout of a mobile shopping solution can be overwhelming, time-consuming, and cost-prohibitive for retailers.

Supporting the wide variety of devices and platforms on the market today, as well as developing a comparable experience for customers who do not have smartphones, can add further complexity and challenges.

Moreover, applications that are not deployed effectively or that have inherent flaws can create a massive backlash by the social-media community.

Nevertheless, the opportunity is too great to pass up. And it's not as daunting as it sounds.

A Massive Market Opportunity

Integrated mobile technology is nearly nonexistent in the brick-and-mortar retail world, although 79% of shoppers use Web or mobile phones to get product help before buying in­store, according to the Wall Street Journal. Bringing those users real-time information while they are physically in the retail environment opens up vast new opportunities for targeted promotions, upselling, and an improved customer experience.

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Nathan Pettyjohn is the founder and CEO of aisle411.

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