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Can Brick and Mortar Retailers Survive as Mobile Commerce Grows in 2015?

Mobile Commerce Insider Featured Article

January 06, 2015

Can Brick and Mortar Retailers Survive as Mobile Commerce Grows in 2015?

By Stefania Viscusi
Assignment Desk Editor

If you weren’t someone who already shopped online and was eBay and PayPal (News - Alert) savvy, chances are you got a taste of this in some way in the last year.

Just about everything is making its way online. Paying our bills, updating some city records, paying for takeout food we order, or even hunting and price comparing, are all possible via the Internet.

While this may not have worried brick and mortar retailers much in the past, they most likely have been feeling the pressure now as mobile commerce capabilities are gaining steam.

The ability to purchase goods using a mobile device is attractive to so many since we already use our mobile phones to do everything.

If you’re browsing the Web on your mobile device for an item and an option to pay for it now pops up and you can purchase (sometimes for a better price) with just the click of the button, what’s the reason to even travel out to the actual store anymore?

This has retailers scrambling to figure out how they can keep the attention of shoppers in their brick and mortar locations and keep up with the changing times.

Recent predictions from commerce specialist Powa Technologies shows that in order to succeed in 2015, retailers are going to have to focus on three technology trends - data analytics, Bluetooth beacons and personalized customer engagement through mobile devices, if they want to succeed.

With Big Data and analytics will help companies to gather and analyze key information about customers and the trends they can capitalize on.

Part of gathering this data from customers comes from also enticing them with in-store offers via Bluetooth enabled beacons. Offering shoppers the incentive of local offers keeps them happy, and helps the company to gather pertinent information in the customer evolution. Not just any information being pushed to a user’s mobile device, but information that is relevant to each shoppers needs and that allows them to still use their mobile devices during the in-store shopping experience will be vital in 2015. 

"Consumers are no longer relying on price to be the determining factor in how or where they purchase an item - other factors such as a bespoke service, loyalty promotions and ever-shrinking delivery times have arrived at the forefront of a shopper's mind. Consumers are savvier than ever when it comes to shopping and they are always looking for greater engagement and interaction with their favorite brands, regardless of whether it is online or offline,” said Dan Wagner, CEO and Founder of Powa Technologies.

Edited by Maurice Nagle

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