The need for retailers to develop a rich, unique mobile shopping experience through a branded mobile optimized website and rich app enabling consumers to easily and conveniently search, browse and buy anytime and anywhere was the first step in a mobile strategy.
The next major strategic initiative is enabling location-based technology in a retailer’s own branded rich mobile app so they can develop a deeper relationship with their customers by engaging with them in a relevant, more personal way. Rich apps with location-aware technology give retailers the opportunity to immerse the consumer in their own branded experience and the power to know where their consumers are in relation to physical locations, when they enter the retail store, how long they are there and what they do while inside. By understanding consumers’ in-store shopping behavior, retailers can more effectively and successfully interact with shoppers, driving sales, customer loyalty and deep analytics about consumer buying behavior. For 2012, multi-channel retailers should implement location-based marketing and analytics in their mobile strategy through their own branded rich mobile app to better understand and engage with their consumers like never before. To fully engage with customers in the store through their own branded rich apps, retailers should:
1. Create geofences around physical store locations and other points of interest.
2. Engage with the consumer when they breach a geofence to drive them to the store.
3. Encourage consumers to check-in when they enter a store.
4. Enable barcode scanning in the rich app.
5. Place QR codes to highlight featured promotions in the store and have a QR code reader in the app.
6. Send customers store announcements while they are there.
7. Engage with consumers as they leave the store.
Mobile provides brands with a revolutionary tool: location awareness. Location awareness is completely transforming the relationship between brands and consumers. For the first time ever, brands have the power to engage directly with their customers based on where they are — when at home, when mobile and especially in the store—and it’s all available through their own branded rich app.
By developing a rich mobile app with location-aware technology, marketing, analytics and commerce, brands can effectively drive consumers to the store and engage with them while there to serve them better and to gain a deeper understanding of their buying preferences and habits, uncover conversion rates for products purchased in the retail store, and influence buying decisions.
To read about the 7 steps in full, download the white paper here.