The majority of retailers now understand the importance of mobile, although many still struggle with how best to adopt it.
The obvious mobile opportunity for retail is to bridge the in-store and online gap. That means implementing a mobile strategy that helps consumers make purchase decisions in the store and make checkout easier.
Research shows retailers will generate approximately $689 billion through mobile-influenced sales in 2016. Currently, 58 percent of smartphone owners use mobile for in-store related shopping and are more likely to convert in-store as a result.
Digiday investigated what some of the top retailers are doing in-store with mobile technology. Here are five retailers with mobile initiatives that make the in-store shopping experience better. The Digiday Retail Summit, held July 22-24, will explore this topic in depth.
The most helpful feature of Home Depot’s mobile offerings is the ability to check the inventory of the store you are in and view the aisle location for the item you are looking for. It includes product details, pricing and ratings by scanning a barcode on the item. Also, you can watch how to videos and product videos. Another cool feature is the ability to access the caliper, calculator and converter tools to ensure adequate project inventory. Using your phone’s camera, users can also visualize and select products for the home or office.
Don’t forget toothpaste. TargetLists, available via the retailer’s mobile website and apps, helps users keep track of the things they need while shopping in the store. A barcode scanner within the Target mobile app lets customers get prices, check availability and add to the shopping list.
Shoppers can select “in-store mode” and scan items’ barcodes as they shop. Then, instead of standing in line to pay, users can go to a self-checkout terminal, scan a barcode on their phone’s screen, which reads the items they have in their cart and swipe their credit card to pay.
Ikea’s mobile app gets it onto this list. It isn’t commerce-enabled, because the purpose of it is to act as a shopping companion in-store. By allowing it to access the phone’s location, users are provided with inventory information, events and offers at the stores nearest to them. Additionally, consumers can view a map of each store’s layout to make it easier to find products in-store.
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