Projected Success for In-Store Mobile Marketing

Retailers are beginning to launch mobile applications targeted to in-store shoppers. According to Jeffrey Grau, eMarketer senior analyst, consumers have already demonstrated that they liked to research products online before buying them. With these mobile apps, customers will be able activate an app in-store to do online research at the point of a purchase decision.

Despite of the great potential of mobile marketing for retailers, a Multichannel Merchant survey revealed that almost 80 percent of multichannel retailers are not using m-commerce.

Retailers who do not take advantage of mobile marketing may find themselves missing opportunities to acquire new prospects or improve relationships with their loyal customers. With a lack of a mobile marketing strategy, retailers will not be operating at full potential and will find themselves lagging behind competitors. This could result in a damaged image as well as decreased sales.

Half of all US spending will be influenced by online research this year, a percentage that is predicted to greatly increase. As shoppers look to the internet more and more, demand for an in-store experience to take advantage of web capabilities will only grow.

How do you think in-store mobile apps will impact your shopping experience?