The need for retailers to develop a rich, unique mobile shopping experience through a branded mobile optimized website and rich app enabling consumers to easily and conveniently search, browse and buy anytime and anywhere was the first step in a mobile strategy.
The next major strategic initiative is enabling location-based technology in a retailer’s own branded rich mobile app so they can develop a deeper relationship with their customers by engaging with them in a relevant, more personal way. Rich apps with location-aware technology give retailers the opportunity to immerse the consumer in their own branded experience and the power to know where their consumers are in relation to physical locations, when they enter the retail store, how long they are there and what they do while inside. By understanding consumers’ in-store shopping behavior, retailers can more effectively and successfully interact with shoppers, driving sales, customer loyalty and deep analytics about consumer buying behavior. For 2012, multi-channel retailers should implement location-based marketing and analytics in their mobile strategy through their own branded rich mobile app to better understand and engage with their consumers like never before.