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01/03/2018

Keeping Pace With Mobile's Unstoppable Rise

Tim Denman
Editor in Chief
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While the smartphone is seemingly everywhere, its usage is still growing worldwide and shows no signs of slowing down. There are over 2.32 billion smartphone users across the globe, up from 1.57 billion in 2014 and on its way to a nearly 3 billion by 2020, according to data from Statista.

It is not just the number of users that is staggering — the amount that they interact with their devices is equally astounding. Counting every swipe, tap and click, the typical cellphone user touches their phone over 2,600 times per day, and that number swells to well over 5,000 for power users, according to research firm Dscout.

With such a massive user base with an unfathomable addiction to their devices it is no wonder retailers are turning to mobility to power nearly every aspect of their organizations and grow the bottom line in an increasingly competitive marketplace. Not only is it the obvious choice upon which to build a marketing strategy, it is unquestionably the best tool to communicate with associates and streamline operations.

While retailers are investing heavily in mobile solutions for shoppers and associates alike, consumers have noticed that retailers are not as mobile obsessed as the rest of society. RIS surveyed over 5,000 consumers for our annual “Shopper Insight 360” benchmark research report, and asked them what improvements they would like to see among store associates. Having access to product information via mobile devices and being equipped with mobile checkout tools were both among the most common answers given, highlighting the need for retailers to up their mobile game.

Retailers themselves are well aware of their mobile deficiency. In fact, only 20% report having up-to-date mobile POS technology in place, according to RIS“Fourth Annual Customer Engagement Tech Trends Study.”

In today’s omnichannel selling environment, access to real-time inventory and endless-aisle is increasingly important to compete with e-commerce giants. It’s impossible to do this face to face with customers on the floor without the ability to access enterprise applications at the customer’s point of decision.

RIS’ annual Mobile Product & Solution Guide explores how the retail’s most innovative can leverage this immensely powerful tool to gain differentiation among the competition and connect with consumers thirsty for more mobile interaction. To learn more about how retailers like Target and Starbucks are using mobility to differentiate themselves check out RIS’ 2017 Mobile Product & Solution Guide: Mobile's Unstoppable Rise report.