Mobility and information are two of the strongest technology forces facing retailers today. There is a huge communication gap between tech-savvy shoppers and offline store employees. Consumers are well prepared and equipped when they visit a store to shop. Increasingly they use their smart phones to control multiple aspects of their digital life. They search the internet for product information, compare and evaluate offers and look for the best deals via price comparison websites, a phenomenon called ‘show rooming’ that is threatening the in-store sales channel. This access to mobile information has become one of the shopper’s most powerful tools and yet retailers have mostly failed to equip their staff in a similar way, opening up the potential to lose out in a consumer versus retailer mobile technology arms race.
In-store remains the number one place where consumers make their buying decisions and purchases. Wider adoption of mobile technology and greater use of truly customer-centric applications will prove an essential tool in preserving the strength of the in-store channel against the growth of online, mobile and omni-channel competition. Mobile devices have been commonly deployed for standard inventory management applications. A new breed of multi-function devices integrated with customer-centric applications has been deployed only by few players.
Wireless mobile platforms for in-store assisted sales applications increase staff productivity and allow retailers to introduce more flexibility in their in-store sales processes raising store profitability and improving the overall in-store shopping experience.
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