The consumer demand for mobile technology has never been greater and the brands that differentiate with mobile tech are quicky proving to be the most successful.
A study released recently by SOTI revealed that 73 percent of survey respondents stated that the availability of in-store mobile technology signaled better customer service and loyalty, an increase of 26 percent from the previous year.
Major investments in mobile technologies continue to proliferate in the retail industry as signaled by an increase of 83 percent of respondents reporting in-store mobility technology experiences. The survey revealed consumers are more likely to use mobile technology throughout their entire shopping experience, from research and price comparisons in-store to self-checkout and mobile point-of-sale (POS).
Other highlights from the study include:
+ 66 percent or consumers are more likely to shop at retailers offering an in-store mobile technology shopping experience, an increase of 52 percent year over year.
+ Retailers are increasingly using location-aware beacon technology to deliver promotions and coupons to consumers, with almost 40 percent of respondents reporting they have experienced this in the past year, an increase of 33 percent from the previous year.
+ The showrooming phenomenon has increased by one-fifth, with 90 percent of consumers now using their smartphone to compare in-store prices with online internet prices right.
+ Restaurants, Big Box stores, and electronics retailers continue to lead in their mobile consumer experiences in 2015, with 6 out of 10 respondents reporting having encountered mobility in these segments.
"In-store mobile technologies are helping brick-and-mortar businesses better compete with online-only retailers and is enhancing the overall shopping experience for customers," said Carl Rodrigues, SOTI President and CEO. "It's clear that consumers are looking for the best deals, want instant gratification with in-store couponing and comparisons, and fully expect assurances that their data is protected. These trends are a boon for enterprise mobility management companies that are charged with unifying all retail endpoints, whether consumer-facing or back-of-the store technologies."