Retailers' use of mobile point-of-sale (POS) systems is expected to triple by 2018, according to a new survey.
While only 26 percent of retailers currently have mobile POS systems deployed, more than half of the 100 retail executives surveyed by Infogroup Targeting Solutions and Retail Touchpoints plan to implement the technology by 2018.
Only 23 percent said they have no plans to ditch their cash registers in favor of a mobile checkout system.
"The adoption of mobile POS is a great way to capture valuable customer information, but our survey revealed that retailers struggle with using the data that they already have," ITS President Don Patrick said in an Infogroup statement.
Nearly half of retail executives said that effectively using their current customer data is their biggest marketing challenge. In addition, 47 percent of retailers are unable to use real-time data to generate customer offers. Only 23 percent are sending out real-time offers.
While retail chains such as Target (NYSE: TG) are installing Wi-Fi in order to bring real-time offers to customers, 40 percent of retailers surveyed said they do not plan to install Wi-Fi.
"Some retailers require the bandwidth provided by free Wi-Fi because they're developing sophisticated personalization strategies," Michael Penney, managing director of agency services for Infogroup, said in the Infogroup statement. "Others either don't have a marketing need right now or think that Wi-Fi will become unnecessary as cellular networks advance."
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