{"id":2082,"date":"2014-06-25T11:00:32","date_gmt":"2014-06-25T11:00:32","guid":{"rendered":"https:\/\/www.mydoorsign.com\/blog\/?p=2082"},"modified":"2025-03-06T04:16:30","modified_gmt":"2025-03-06T09:16:30","slug":"mobile-marketing-rise-retail","status":"publish","type":"post","link":"https:\/\/www.mydoorsign.com/blog\/mobile-marketing-rise-retail\/","title":{"rendered":"Mobile marketing on the rise in retail, reports new study"},"content":{"rendered":"<p>\u201cUnified commerce\u201d \u2014\u00a0linking in-store and mobile experiences \u2014\u00a0is becoming a major priority for retailers. The majority of merchants will invest in in-store technology over the next five years, according to a survey of more than 500 North American retailers run by Boston Retail Partners, a retail management consulting firm. As Business Insider <a href=\"https:\/\/www.businessinsider.in\/Most-Retailers-Plan-To-Soon-Be-Able-To-Identify-Customers-When-They-Walk-Into-Their-Stores\/articleshow\/36673794.cms\" target=\"_blank\" rel=\"noopener noreferrer\">reports<\/a>, within that time frame 75 percent of retailers bank on identifying their customers when they enter the store.<\/p>\n<p>The <a href=\"https:\/\/www.businessinsider.in\/Most-Retailers-Plan-To-Soon-Be-Able-To-Identify-Customers-When-They-Walk-Into-Their-Stores\/articleshow\/36673794.cms\" target=\"_blank\" rel=\"noopener noreferrer\">study<\/a>, \u201c2014 CRM\/Unified Commerce Benchmark Survey,\u201d also highlights how mobile technology will continue to impact retailer marketing strategy. While only 28 percent are using mobile marketing presently, 62 percent hope to use the tool within the next five years.<\/p>\n<div id=\"attachment_2084\" style=\"width: 458px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.mydoorsign.com/blog\/wp-content\/uploads\/2014\/06\/london-market.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2084\" class=\" wp-image-2084 \" src=\"https:\/\/www.mydoorsign.com/blog\/wp-content\/uploads\/2014\/06\/london-market.jpg\" alt=\"mobile marketing \" width=\"448\" height=\"336\" srcset=\"https:\/\/www.mydoorsign.com/blog\/wp-content\/uploads\/2014\/06\/london-market.jpg 640w, https:\/\/www.mydoorsign.com/blog\/wp-content\/uploads\/2014\/06\/london-market-300x225.jpg 300w, https:\/\/www.mydoorsign.com/blog\/wp-content\/uploads\/2014\/06\/london-market-400x300.jpg 400w\" sizes=\"auto, (max-width: 448px) 100vw, 448px\" \/><\/a><p id=\"caption-attachment-2084\" class=\"wp-caption-text\">Retailers are making mobile marketing a priority. From <a href=\"https:\/\/www.flickr.com\/photos\/la-citta-vita\/12619944885\/in\/photolist-kebvWD-b8CWAT-ePJ3xs-mWXQ1i-nyBe2L-ePwDPP-fC2xe1-98pWZZ-8Kpgq1-kebuRT-ePwBrF-a2ezp8-ePHUXU-9Ca3A7-gvazg1-gvc7rK-bbmjna-9Vdn5j-7oFsRm-9C8q6q-9C87DW-mWZLE7-9C6LUF-mWZJvh-bT7zVe-ant37o-8UbPVg-cm9MQN-4wt9BA-8uMFtz-2C77wE-4zfUYU-mWXMpD-akdhoY-akdhuY-7NVAus-8YMDay-5eB1qy-8UbYgD-jsLiL8-e5aczN-7pYsn4-7Ynw1B-7YqMV7-2GtpsR-nFFxkE-9C7hX4-2GxEHw-anqJDV-4wt9y9\">La Citta Vita<\/a>.<\/p><\/div>\n<p>\u201cIt was impressive to learn how many retailers are now focused on implementing the technologies to deliver unified commerce, but there is still a lot of work to be done to deliver these capabilities,\u201d Walter Deacon, principal of Boston Retail Partners said in a release. \u201cDelivering unified commerce requires seamless execution of the right strategy, technology, and business processes.\u201d<\/p>\n<p>So, what are the specifics? Some interesting takeaways:<\/p>\n<ul>\n<li>95 percent of the responding retailers note that \u201ccustomer engagement is one of their top three current initiatives.\u201d<\/li>\n<li>A mere three percent of retailers are now able to identify customers upon store entry, but 72 percent of retailers plan to add that capability by the five-year mark. What does this mean for business? BusinessInsider notes that retailers are intent on using beacons to identify and market to consumers.\u00a0 \u201cThese devices communicate with consumers&#8217; smartphones via a Bluetooth signal and are particularly suited to recognizing customers when they enter a store.\u201d<\/li>\n<li>81 percent already manage a customer database.<\/li>\n<li>16 percent of retail stores currently gather real-time data from point-of-sale systems, yet 63 percent hope to do so within the next five years. As BusinessInsider points out, real-time point-of-sale systems let \u201cretailers to make better use of analytics to adjust pricing and discounts on the fly.\u201d<\/li>\n<li>22 percent of retailers surveyed have already implemented real-time analytics, while 61 percent plan to do so within two years.<\/li>\n<\/ul>\n<p>\u201cTo deliver the seamless experience, retailers need to gather, analyze and disseminate customer, product, pricing and inventory data in real-time,\u201d Ken Morris, principal of Boston Retail Partners said in a release. \u201cLeveraging technology, unified commerce provides the platform and real-time retail is key to delivering the experience. Retailers that successfully deliver unified commerce will understand and adopt a \u2018unified\u2019 approach for: strategic customer initiatives, technology, business processes and execution.\u201d<\/p>\n<p>Mobile technology\u2019s role in retail has been on the rise. Mobile devices accounted for 16.6% of online sales, an increase from 11.4% in the fourth quarter of 2012, according to an IBM Corp. study; tablets accounted for 11.5% of those sales compared with 5% from smartphones, reported the <a href=\"https:\/\/www.latimes.com\/business\/la-fi-mobile-shopping-apps-20140301-story.html\" target=\"_blank\" rel=\"noopener noreferrer\">Los Angeles Times<\/a> earlier this year. What can customers expect? Digital coupons, store-specific apps, and even encouragement: one app, ShopBeacon, allows retailers to offer app users discounts on products the user has \u201clingered near\u201d in a store.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cUnified commerce\u201d \u2014\u00a0linking in-store and mobile experiences \u2014\u00a0is becoming a major priority for retailers. The majority of merchants will invest in in-store technology over the next five years, according to a survey of more than 500 North American retailers run by Boston Retail Partners, a retail management consulting firm. As Business Insider reports, within that [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":2084,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[238,237,239],"class_list":["post-2082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-new-products","tag-ibm","tag-los-angeles-times","tag-mobile-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mobile marketing on the rise in retail, reports new study - Mydoorsign.com Blog<\/title>\n<meta name=\"description\" content=\"Retail stores making mobile marketing a priority.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mydoorsign.com/blog\/mobile-marketing-rise-retail\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mobile marketing on the rise in retail, reports new study - Mydoorsign.com Blog\" \/>\n<meta property=\"og:description\" content=\"Retail stores making mobile marketing a priority.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mydoorsign.com/blog\/mobile-marketing-rise-retail\/\" \/>\n<meta property=\"og:site_name\" content=\"Mydoorsign.com Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/doorsigns\" \/>\n<meta property=\"article:published_time\" content=\"2014-06-25T11:00:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-06T09:16:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mydoorsign.com/blog\/wp-content\/uploads\/2014\/06\/london-market.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"480\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Katy B. 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