Retailers under-utilize mobile technology in stores

Shoppers may be using mobile devices in record numbers while in stores to compare pricing and access reviews, but retailers are underutilizing the technology to their own detriment.

Among technology-enabled associates, mobile devices are primarily used for transactional purposes, according to a recent study by the CFI Group. Roughly 41 percent of tech interactions with shoppers merely facilitated checkout processes. For shoppers that received assistance from a tech-enabled associate, only 24 percent received assistance comparing store pricing to Web pricing and only 25 percent received assistance to check competitive pricing. Just 16 percent of associates were able to access product reviews on a customer's behalf. Study