Retail Technology Report

Mobile in Retail - Thematic Research

The Constantly Connected Consumer

Thanks to mobile technology, consumers are connected round-the-clock. Mobiles are being used to shop, bank, communicate through SMS, calls, emails and social media as well as to conduct research via the internet and make purchases.

Voice assistants such as Amazon Echo and Google Home are being used to control smart home technology and purchase items via the internet for example. Companies therefore need to be accessible via an increased number of digital touchpoints in order to tap into the connected consumer, stay top of mind and keep customers satisfied.

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  • What you will discover...
  • As mobile technology plays an increasingly important part in consumers’ everyday lives, impacting the way shopping journeys are carried out, retailers must shift their business focus to make mobile a priority.
  • Retailers that do not operate transactional websites must consider the effect that changing shopping habits due to the rising use of mobile, are having on their business.
  • Retailers including Alibaba, Amazon and ASOS are all pioneers in terms of investing in mobile to improve the shopping experience and demonstrate that prioritizing mobile can drive total revenue.
  • Those retailers which create a seamless and connected customer experience by engaging with shoppers via voice assistants, apps, social media, email marketing and other forms, will be successful in keeping their brand front of mind.
  • Online pureplays such as Amazon and ASOS have implemented useful functions within their apps such as the ability to pay via Google Pay on ASOS’ android app and push notifications to inform customers of updates to their orders on Amazon’s app.

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Retailers prioritise the consumers' mobile shopping journey

Retailers are responding to the growth in mobile spending in various ways. Many have introduced functional apps and mobile-optimized websites to ensure the mobile shopping experience is user-friendly and seamless, in order to drive conversion – despite the screen size being much smaller than most desktops or laptops.

GlobalData’s ‘Mobile in Retail’ report provides an overview of the evolution and history of mobile within the retail industry, as well as the retail leaders and laggards that have successfully recognized and responded to the key mobile themes identified in this report.

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