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BizReport : Mobile Marketing : December 18, 2015

Expert: Mobile to change retail

Ecommerce, MCommerce, Social Commerce...the ways for shoppers to find and purchase items continues to increase. One expert believes mobile will be a big player in how shoppers buy in 2016. Here are five trends to watch:

by Kristina Knight

Big Box Retail Gets (More) Local

"Big box retailers are slowly moving away from chain-wide marketing and merchandising and allocating an increasing amount of floor space and presentation based on a store's geographic location. With this more localized perspective, a retailer can spotlight local, favorite brands, and also source more products locally. This more localized approach requires the retailer to reconsider digital discovery alongside in-store experiences, as retailers learn to more effectively leverage 1:1 marketing strategies. As a result, shoppers will expect a richer, more convenient and more personalized shopping experience from both the online and brick-and-mortar stores they frequent," said Josh Marti, CEO & Co-Founder, Point Inside.

Beacons Come of Age

"With big-box retailers such as Target beginning to adopt beacons, we can expect pilot programs to graduate to chain-wide deployments in the coming year, moving spend from experimental budgets to full-blown in-store marketing tech budgets. As beacons become more widely integrated into retail stores, retailers must be able to quickly and seamlessly scale back-office analytics, so they can capture necessary information to target shoppers and augment the user experience," said Marti.

Retail Will Get Personal, For Both Shoppers and Employees

"Smart retailers won't have to rely on personally identifiable or account data to personalize the experience for their shoppers," said Marti. "Available information including location, search terms, keywords selected, items on a shopping list, and local store popularity can be powerful indicators of opportunities for personalization. Retailers that are able to best leverage mobile awareness to inform their personalization strategy will have a significant advantage over competitors."

Omnichannel is Here, and Expanding

"In 2016, retailers will invest heavily across each channel to create seamless experiences to meet shopper demand as they engage with retailers across multiple touchpoints. Areas that will continue to gain momentum include ship from store options and Buy-Online-Pickup-In-Store (BOPUS) services. Deloitte's 2015 holiday retail survey indicated BOPUS is growing rapidly, with 43 percent of respondents saying they're likely to BOPUS this holiday season to save time and to avoid the holiday shopping rush," said Marti.

Retailers Will Crack the Mobile Monetization Code

"As brands look to increase product awareness and engagement, retailers' mobile platforms will present new opportunities to engage shoppers who use smartphones to search for specific products to purchase. Brands will desire to reach highly targeted retail audiences through mobile. By integrating paid search options into their mobile search engines, retailers will unlock new revenue streams while providing an enhanced experience for shoppers and a hyper-targeted advertising opportunity for brands," said Marti. "Just as Google AdWords helped monetize search online, paid search options in retail apps and on mobile web will help monetize in-store search and reach shoppers just before the point of purchase."

Image via Shutterstock

Tags: ecommerce, M:Commerce, mobile commerce, mobile marketing, Point Inside

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