Mobility in the retail space is continuing to expand. Within the last year, AirWatch retail customers have taken advantage of EMM solutions and further incorporated mobile technology into the shopping experience.
In the below video, AirWatch retail mobility solutions expert Ed Durbin reflects on retailers’ rapid mobile adoption over the past year and discusses the latest trends and technologies that continue to drive the industry. (Read more below the video.)
A short five years ago, retailers were focused on basic mobile security, Durbin says. Today, mobile retail is driving big changes in both how people shop and how retailers sell.
The customer-retailer relationship is becoming data driven, and new technologies such as mobile apps and Beacons are helping retailers collect more customer data than ever before.
Luxury retailer Neiman Marcus is collecting data to help drive customer-retailer interactions. Wanda Gierhart, CMO of Neiman Marcus Group tells Retail TouchPoints that “70 percent of our customers conduct research online before they ever come into a store to shop.” Nieman Marcus has developed functionality within their app called “Snap. Find. Shop.” The app allows shoppers to do a 3-D visual search by snapping a photo of an item in the store with their phone. The app does a visual search and displays similar items available on the online store to the user. The visual search allows for a different search where users can search visually, instead of with text.
Beacons are another trend that will likely be a hot topic at the upcoming annual NRF conference and in 2015. Beacons, a Bluetooth powered technology, are another method for retailers to collect customer data. See a list of organizations that currently enable Beacon technology.
Customer-retailer interactions such as these will be central to many retailers’ strategies in the coming year, Durbin says. This upcoming January, NRF will be highlighting customer-mobile interactions in sessions such as “Mastering the Technological Mobile Roadmap on the New Customer Journey” and “Using Behavioral Data to Personalize the Mobile Shopping Journey.” Durbin will be presenting “The New Retail: Real-time, Intuitive and Engaging Mobile Experiences.”
For more information about how retailers are using such trends this holiday season, read the Black Friday recap.