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Mobile content covers the gamut, from the implementation of mobile apps and mobile web sites to in-store mobile technology. A fast-changing industry segment, mobile presents unique challenges to today's retail organizations. This section will help retail executives stay on top of the latest news, insights and information to help solidify cross-channel strategies and draw traffic into stores.

Mobile Email Conversions Increase 39% YOY

RR Yesmail ImageThe number of purchases made after opening an email on a mobile device has increased by 39% between Q2 2013 and Q2 2014, according to data from Yesmail Interactive. However, during this time period, revenue from mobile purchases increased by only 10%.

Yesmail Interactive also found that the average order value (AOV) of mobile sales fell from $79 to $55 during the period. The AOV for desktop purchases for the same time didn’t experience nearly as much of a drop, decreasing from $88 to $83.

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Mobile Transactions To Reach 2 Billion By 2017

mCommerceMore than two billion consumers will complete a transaction using a smartphone or tablet by the end of 2017, an increase from 1.6 billion in 2014, according to a report from Juniper Research. Additionally, mobile shoppers will complete 195 billion mobile commerce transactions annually by 2019, almost tripling from the 72 billion transactions estimated for 2014.

The report, titled: Mobile Commerce Markets: Key Sector Strategies, Opportunities & Forecasts 2014-2019, assesses emerging trends in key m-Commerce markets. Seven different markets are analyzed in the report, including: digital and physical goods; NFC mobile payments; mobile money transfer; mobile ticketing; mobile coupons; mobile banking and mobile gambling.

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IBM And Apple Introduce Store Associate Suite

IBMAppleAs part of their enterprise partnership, IBM and Apple unveiled the IBM MobileFirst suite of apps for iOS. The apps bring IBM Big Data and analytics capabilities to iPhone and iPad users and are functional for numerous industries, including retail, telecommunications, government and financial markets.

The service includes the Store Associate Suite, which carries two new apps, Sales Assist and Pick & Pack. These apps are designed to enable enhanced engagement between customers and sales associates. They also allow sales associates to provide real-time product, inventory availability and location information to customers based on historical patterns and profile data.

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Neiman Marcus Connects Digital And Physical Worlds With New Mobile Tool

Smartphone owners in the U.S. and U.K. believe that they will spend about $20.4 billion using their phones this holiday season, according to research from Apigee. Up to $7.7 billion of this total would be through apps. As a result, retailers are striving to create compelling and memorable app experiences to boost engagement and mobile sales.

Luxury fashion retailer Neiman Marcus is bridging the digital and brick-and-mortar worlds with Snap. Find. Shop. Now available through the Neiman Marcus app, Snap. Find. Shop. is 3-D visual fashion search and purchase tool that allows consumers to snap an image of fashion items and receive similar products available on the Neiman Marcus e-Commerce site. The feature uses technology from visual search firm Slyce.

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56% Of Consumers Want To Pay For Items With Mobile Devices

RR Retale ImageMore than half (56%) of shoppers would be interested in using a mobile device to pay for a gift during the holiday season, according to research from Retale
 
Even with the release of Apple Pay, 51% of shoppers said they are more likely to use PayPal to complete a purchase, while others said they would use mobile banking apps (21%). Only 10% of respondents said they would use Apple Pay versus all other mobile payment options.
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Mobile Matters This Holiday Season: Best Practices for Your Ad Campaign

Screen Shot 2014-11-26 at 9.58.00 AM
The holiday shopping season is kicking into high gear, and retailers are looking for ways to get a bigger piece of the holiday pie. This year, mobile is the star ingredient: A recent
NRF survey found that a record 56% of consumers plan to shop online for holiday gifts this year. And new Yahoo research revealed that 76% of smartphone owners plan to use their device for holiday shopping.

It’s clear that mobile must be an integrated part of any holiday advertising campaign this year, but brands also need to understand how to do this effectively. Mobile often serves as an awareness and research tool for consumers. In fact, four out of five people research products on their mobile devices at least once per week, but consumers often return to a desktop computer -- or head into a store -- to complete the final transaction. Why is this? Research we conducted in April with Kenshoo found that consumers described shopping on a computer as “fast, trustworthy, and uncomplicated.”

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The Future Of Holiday Retail: Mobile, Beacons And Wearables, Oh My!

Mutual Mobile head shot
With Black Friday upon us, images of crowded malls, arms weighed down with shopping bags, and long lines may come to mind. 

But shopping doesn’t have to involve camping out for hours for big discounts or waking up at 3 a.m. A closer look at the retail landscape today may bring into sharp relief just how dramatically things have shifted to meet consumer expectations of convenience, personalization and efficiency. In-store and online shopping have evolved significantly and innovation in retail technology is not slowing down anytime soon.

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Hudson’s Bay Co. To Expand iBeacons To All Department Stores

HBC BeaconsThe HBC Department Store Group will expand its iBeacon program to 50 Lord & Taylor stores in the U.S. and 90 Hudson’s Bay locations in Canada by the end of November 2014. The Hudson’s Bay Company’s former SVP and Chief of Staff, Ryan Craver, initially made the announcement at the MediaPost IoT: Beacons conference in New York.

In July, Lord & Taylor and Hudson’s Bay rolled out the iBeacon technology to 10 stores as part of a trial program. This expansion comes in time for the holiday shopping season and two months after Macy’s expanded its shopkick-powered beacon program to all its stores.

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AT&T Embraces Mobility To Evolve The In-Store Shopping Experience

Bio Rudy Hermond Rethink 09-11-12v2Retailers are striving to integrate the best of the digital and physical worlds by implementing cutting-edge technology in their stores. In particular, mobile clienteling and POS have become priority investments as associates become more reliant on their smartphones and tablets when interacting with customers.

AT&T is one mega-brand that is embracing mobility to empower its workforce and streamline the customer experience. Although the number of devices per store varies by the location, size and format, all of AT&T’s 2,200 retail stores now are equipped with tablet devices.

In the below Q&A, Rudy Hermond, SVP of Data and Voice Products at AT&T Mobility, discusses how mobility has helped the brand transform its brick-and-mortar interactions. In his previous role as SVP of Retail Sales Operations, Hermond helped with the planning and implementation process. He was recognized for his efforts at the Retail TouchPoints 2014 Retail Innovator Awards

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Online Revenue For SMBs Will Increase By 9% This Holiday Season

RR Volusion imageDuring the 2014 holiday season, SMBs will experience a 9% increase in online sales, according to data from Volusion. These predictions are based on data from 40,000 online retailers who processed more than $1.75 billion during the first six months of 2014.

Mobile commerce will help contribute to SMB growth during the holidays. Reaffirming this point Volusion indicated that its merchant users experienced a 23% increase in mobile sales in Q2 2014. With this growth, Volusion suggests that SMBs focus on providing a mobile-optimized shopping experience that includes brand consistency across a variety of devices, including desktops, smartphones and tablets.

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Samsung And SAP Unveil Enterprise Mobile Solutions For Retail

SamsungSAPSamsung Electronics and SAP are collaborating to deliver enterprise mobility solutions for the retail, oil and gas, healthcare and financial industries. The companies made the announcement at the SAP TechEd && d-code conference, which was held November 11 to 13 in Berlin.

With the new partnership, SAP’s Mobile Platform will be integrated into hardware from Samsung. As a result, developers will be able to build solutions for Samsung mobile devices and wearables more easily, as well as leverage joint cloud solutions based on the SAP HANA Cloud Platform mobile services.

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Drive Personalized Engagement With Mobile Clienteling

Tony Busa BenbriaConnected consumers want shopping experiences that are fast, efficient and relevant to their needs. Mobile clienteling lets retailers give shoppers exactly what they want, anytime and anywhere throughout their journey — before, during and after the store visit. By using mobile to engage, understand and satisfy shoppers, retailers can increase loyalty, average spend and same-store sales.

Mobile clienteling lets retailers captivate shoppers by taking them on a highly personalized shopping journey. By connecting with shoppers through mobile channels — text messages, apps, e-mail, in-store kiosks and more — retail associates can engage them in meaningful dialog and learn what they want, need, like and don’t like. Insights derived from these conversations can help associates deliver the tailored experiences shoppers crave. With an effective mobile clienteling strategy, retailers can:

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Putting Mobile At The Center Of The Omnichannel Journey

FEAT Mobile imageFollowing is Part 1 of the feature, titled: Mobile Technology: From The Kitchen Table To The POS, which will outline the role mobile plays in the customer experience, from initial browsing and product comparison, to shopper engagement and eventually, conversion.

It is apparent that mobile is playing a more central role in the browsing and buying journey, and consumers see their smartphones and tablets as their personal shopping companions, whether they’re at home or in a physical store.

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