Bridging The Digital Divide With Mobility

By Brian Kilcourse, managing partner, RSR Research

Retailers now have a great opportunity to better connect with their customers through mobile devices in the hands of customers and associates alike.

Retailers know that their biggest challenge remains in how to merge the digital and physical selling worlds into one compelling, seamless customer experience. Mobility may be just the bridge that the retailers need to join the two sides together with brand consistency.

The Role Of Digital Channels

The business model that will support both the digital and physical shopping habits of consumers is still being explored throughout the industry. But there are several “knowns.”

First and most importantly, consumers expect to have the ability to engage in a dialogue with those who offer solutions to their lifestyle needs. Now it’s all about relationships built on trust that hopefully will result in transactions.

Secondly, consumers want transparency. In other words, they want to be able to see information about products and services, and they want it to be accurate and consistent. A perfect example is price transparency — consumers want to be able to compare competitive prices, even as they are shopping in the store.

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