Retailers use mobile for service blending says report
IDC Retail Insights recently released a new report, whose purpose is to understand European retail-specific networking and mobile solutions strategies and adoption trends, short-term priorities, and investment plans.
Retailers are using IP-based network and mobile solutions in order to blend payment, loyalty, customer service, and promotional offers, taking customer service to the next level.
This is according to new report from IDC Retail Insights confirms the trend for IP-based networking and mobile solutions to reduce the virtual (and physical) distance between POS and warehouses, HQ, distribution centers, and sales channels.
According to Ivano Ortis, research director, IDC Retail Insights EMEA. “Our research shows that European retailers are shifting mobile and networking strategies from an era of internal collaboration and supply chain efficiencies to a focus on customer-facing applications.”
He adds: “While optimizing operational efficiencies with integrated networking and mobile solutions, retailers are also seeking to increase their ability to gain the most from the relationship with current and potential customers. Consumers are connected everyday to the Web and the adoption of smart phones is widespread and constantly increasing. Retailers recognize the tremendous opportunities that exist from a marketing, sales, and customer service perspective, and are driving interaction among all of the available channels.
According to the research findings, in 2010, spending on networking equipment and retail-specific mobile store devices will continue to grow and will do so in the next few years. General merchandise and food stores are the segments with the most significant increase in expenditure in these two areas.
Also, IDC Retail Insights highlights a shift in mobile applications and usage. In fact, while European retailers’ mobile strategy was aimed at increasing internal efficiency, the study shows that Western European retailers are now focusing their IT investments both on applications and services aimed at improving specific business processes, for example inventory and warehouse management, and improving customer service and support.
“The “connection” to the same integrated content platform of mobile consumer devices, online channels, and in-store technologies will generate a highly differentiated customer experience,” says the report.
This report is available for purchase at www.idc-ri.com