How can retailers use mobile to better engage customers and fend off showrooming?

“Retailers are trying to make smartphones work for them instead of against them,” according to Wall Street Journal article Can Texting Save Stores? ‘Geofencing’ Lets Retailers Offer Deals to Nearby Customers, Fight Price-Shopping.

From our work with Meijer Inc., a Midwestern chain of supermarkets, we at Point Inside know this to be true.  Retailers are looking for tactics to combat showrooming and for ways to use mobile technologies to help drive in-store business.

“The question, beyond trying to get a defensive scheme against showrooming, is how can these retailers capitalize on that mobile activity?” says Mr. Josh Marti, who said numerous larger retailers are working on similar programs. “What you have to do is engage with those customers in the physical domain.”

Mobile technologies are critical to become part of “new retail”. Meijer took a forward-thinking approach.  Customers are encouraged to use the Meijer Find-it app at home to prepare shopping lists and find deals, coupons and weekly specials. In-store, shoppers can use the app to find products and to reorder their shopping list based on the fastest route to shop.  Meijer also offers personalized information and virtual coupons via the mobile channel to engage its customers.

For more about the technologies Meijer is using, visit Interact Platform.

Originally posted on Point Inside’s blog.

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Point Inside has transformed the shopping experience by enabling retailers to engage proactively with customers through their smartphones at every point along the purchase path.

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