Day two at #NRF2016 : the age of « mobile first »

Day two at #NRF2016 : the age of « mobile first »

To anyone who still doubts the pulling force of mobile, people have more than 150 mobile moments a day on average. Not only for getting answers to many questions like “Do I have to take my umbrella today?” or “Can I have more information about the last Star Wars movie?” but also before making any purchase. Now considered as “the Swiss knife of shopping,” smartphones have become key players in every decision that people make. Thus, having a mobile-first strategy must be seen as the top priority.

In an “always connected” world, many retailers fully expect to use mobile as their first purchasing platform within the next few years as Apple, Samsung or Starbucks already did. Moreover, mobile is not just the new channel but a new way to consider the digital transformation by enhancing user experience.

Retail’s future is powered by a mobile-first strategy 

We have definitely entered the age of mobile moments, which includes a huge change in retailers’ process. For instance, people passing by a shop or looking for information on Google could be considered as a trigger for retailers to deliver a relevant insight.

Defined as “a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context” by Forrester, mobile moment defines a new customer relationship.

In this context, retailers have to think “customer first” in order to better understand their customers’ journeys and then suggesting a seamless mobile application.

Wherever people are, mobile is the key player

Retailers and engagement

Retailers need a powerful system of engagement

The entire workflow of the customer experience is now on mobile.  A revolution which involves more innovations and know-how to manufacturers. Indeed, device capabilities represent the first step to increasing user experience by suggesting an easy-to-use interface.

Last but not least, sellers using the same apps than customers can anticipate their selling strategy if they want to engage with them.

It all comes down to answering the mobile mind shift–this moment where users are expecting clear information in an immediate context and in moments of need.

 

 

 

Authored by: Colette Alcaraz