Deloitte research says that mobile influences $18bn of UK retail sales this year – and that is forecast to grow to $41bn by 2017. But we suspect most UK retailers are like their counterparts in the US, where research suggests they are struggling with mobile and social;
“Retailers know they must embrace multiple channels to stay competitive this holiday season,” says Natalie Kotlyar, partner in the Retail and Consumer Products practice at BDO . “But the truth is, many brands are playing catch up with the digital movement. Consumers have come to expect social engagement; mobile is now the challenging frontier for many brands seeking to test the waters more before making a major investment during such a critical season.”
We think this may change quickly as Apple lead by example with beacons in all their stores. They have been demonstrating the technology, but the use cases don’t sound that exciting;
Using the iBeacon feature, the app will notify you if the computer you ordered is ready for pickup, for example. Show a clerk your screen with the order number, and the clerk will get it for you. Walking by an iPhone table? You may get a message asking if you want to upgrade, check your upgrade availability and see if you can get money for trading in your old phone.
The Shopkick trlal with Macy’s is probably a better example
As one article points out;
But, like any other technology, good ideas can help gain user acceptance. Our favourite example so far is a UK firm with an interesting new business model. As the people behind the mobile versions of a number of magazines they are now offering cafes and bars the opportunity to subscribe, so their customers can read the magazines for free whilst on the premises. This is a useful service for both the venue and the customer – and creates a new revenue stream for the magazine publisher.
Knowing where somewhere is –inside or nearby your store – has real value. But that value in only unlocked when the idea is right and the message adds value for the user.