Mobile technology is enabling new customer experiences through increased engagement and transactions via smartphones. While mobile payments are developing rapidly, no single solution has achieved widespread adoption yet. Retailers are uniquely positioned to use mobile to enhance customer loyalty by providing product information, purchase options, and targeted offers. To succeed, companies should anticipate continuing mobile technology advances, focus on enhancing overall customer experience rather than just transactions, test approaches through small pilots, and be flexible given the evolving nature of mobile.

1. Mobile
technology
The ‘anytime, anywhere’
enabler of customer loyalty

2. Mobile payments
are hot.
Banks, telecoms and non-traditional players
are all working on ways to allow customers to
pay by smartphone.

3. But mobile
payments remain
a wild frontier.
We don’t know who the winners are yet – and
we haven’t yet seen a mobile payment solution
achieve mass adoption and big success.

4. Smart retailers and
other organizations
understand that the value
of the mobile device is much
more than its ability to
enable purchases.

5. The winning mobile
paradigm will be
the one that delivers
the ‘anytime, anywhere’
experience customers demand.

6. Here’s what we see happening…

7. Retailers will speed up
their efforts to use mobile
to create new customer
experiences and new
business opportunities.

8. We’ll see retailers
team up with other
retailers and service
providers – forming partnerships
and joint ventures to share costs
and cut risks.

9. Retailers are
uniquely positioned
to develop effective ways
to engage customers
through mobile.
Governments and companies in other sectors
will follow suit.

10. We’ll see…
• Enhanced mobile engagement – including new loyalty
programs and e-coupons.
• More product information made available to mobile users to
enable them to search for and compare products before they
buy – just the way they want it.
• Mobile sales capabilities will advance so that customers can
not only buy, but choose where to pick them up.
• Social media ads and location-based offers will be used
to influence store traffic.

11. Interested?
Here’s what to
keep in mind.

12. Anticipate
the future
of mobile tech.
Don’t just focus on what smartphones and
other mobile devices can do today. Keep on top
of the capabilities that are coming.

13. Use mobile to
enhance the customer
experience overall.
Don’t only look at mobile in terms of
transactional capabilities. Think about how
mobile can be used to engage your customers
wherever they are.

14. Make small bets.
2014 is still going to be a wild frontier when
it comes to mobile technology.
The winners will likely be the ones who put their
customers first, understand their needs and work
with others to deliver the solution.

15. Be flexible.
With so much about mobile technology still in
flux, it’s important to be flexible when planning
your mobile strategy.

16. Be willing to invest,
test and tweak.
Mobile is big and it’s going to get bigger. It’s a
great time to invest in mobile’s potential – but
don’t expect to get it 100% right the first time.
Pilot your mobile approaches. Test them with
real customers. Then use what you learn to
tweak, adjust and retest. Small steps now can
yield big results in the end.

17. To learn more, please contact us

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