Every retailer is scrambling to get into the palm of their shopper's hand with new mobile initiatives, but according to research from Forrester and the National Retail Federation apps may not be the way to go for everyone.
Dick's Sporting Goods has been busy trying to blur the lines between its in-store and digital experiences lately, and it appears those efforts have paid off in large part thanks to an initiative encouraging in-store mobile use.
On his late February earnings call with analysts, Target CEO Brian Cornell said the company's first priority was "to drive industry leading digital sales growth" and "become a leading omnichannel retailer." Subsequently, Mr. Cornell and his team began to provide analysts with some answers on how they intend to achieve those goals.
In the United States, 37 percent of mobile users reported comparing prices on their smartphones while shopping in store locations. According to a GfK survey, 39 percent of these same U.S. shoppers are getting in touch with a trusted person for product advice.
Target has updated the integration between deals and shopping lists on its mobile app as part of the retailer's continuing quest toward what it calls a bricks-and-mobile strategy.
Home Depot is leveraging mobile to better enable associates. The home improvement chain has rolled out new smartphones to employees with an enhanced interface and the ability to check inventory, locate items and access product descriptions.
Amazon has opened its first brick-and-mortar location on the campus of Purdue University, dubbed Amazon@Purdue.
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Shoppers are increasingly using mobile devices before and during grocery shopping trips, and mobile messaging is proving to impact purchases.
Brick-and-mortar retailers have been hearing it for years now: Shoppers are coming to your stores, playing with your merchandies and buying on Amazon. The practice known as "showrooming" has been hailed as the death knell for traditional stores, but after a busy holiday season full of in-store shopping, it appears that the playing field has been leveled. If not flipped entirely.