Lately, retailers (both large and small) have seemed to focus on their omni-channel strategy: leveraging social channels to drive traffic, traditional mediums to promote cross-channel awareness, and e-commerce to streamline the transaction process.
But what about the mobile touch point of the customer experience? These days, many retailers have a mobile app: but is this the right mobile app for you and your customer? In an age where nearly 58% of customers conduct online/social research prior to purchasing an item at a brick-and-mortar retail store, retailers should be thinking about how their app can (a) enhance the customer experience and (b) streamline the path to purchase. Sometimes these objectives are one in the same. Here are some questions to ask yourself when developing a mobile strategy for your retail environment.
What are your customer’s pain points? Every retailer is different: Different store layouts, different SKUs, different check-out process. As a retailer, you should ask your customers what their biggest pain points are when shopping in your brick-and-mortar retail store. By the same token, you should also ask yourself how you can solve this pain point with the customer’s mobile device. Some scenarios to think about:
- Are your checkout lines too long?
- Do they want to know what is on sale?
- Do your customers need help with an item?
- Do your customers need help navigating your store to find a category or SKU?
- Would your customers prefer a ship-to-home option rather than hauling the item in their car?
- Do your customers want to know what the price is of an item?
Why should your customer use your app? Once you’ve figured out your customer’s pain points, you should ask yourself why a customer should (a) download and (b) use your app. With thousands of apps on the market, and room for ~20 apps on the user’s Home screen, a better question may be: Why will the customer want to use your app more than once?
- Do your app solve the problem (above) in a way that enhances the customer experience?
- Do customers who use your app have a significant advantage over customers who don’t use it?
- Does the customer receive value in the form of discounts or loyalty rewards?
- Does the app enhance the offline and cross-channel customer experience?
Operationalizing the mobile experience to wow your customers
In some, or maybe all, of these scenarios the retailer may need to operationalize the experience around the mobile app. For example:
- How do you handle loss prevention if you implement mobile check-out?
- How do you greet loyal customers who enter your store?
- How do you redeem loyalty rewards via the mobile app for a customer who is ready to check-out?
- Do you offer flash-sales for customers who scan a SKU using their mobile phone, based on their purchasing history?
We believe the best mobile experiences are the ones that “start with the end” — and in the case of retail, we believe starting with the desired customer experience in the context of mobile, will help bring brick-and-mortar retailing to the 21st century.