How Mobile Engagement Is Reinventing Brick And Mortar Retail

What are retailers learning about the influence of mobile POS, clienteling, and other apps on the way associates perform and consumers shop?

Judging by the trade press, retail mobile mania is in full swing, and it’s imperative to maintaining the relevance of the brick-and-mortar store.

New research from CFI Group (1), however, indicates that just 27% of consumers have been on the receiving end of assistance from mobile technology-wielding retail associates.

In some segments, like grocery stores, the figure is far lower, with just 13% of consumers having been assisted by mobile device-enabled associates. Large-format value stores fared slightly better, with just more than a quarter of consumers reporting having been assisted by an associate with a mobile device. Traditional department stores performed best with 31% of consumers having been assisted by a mobile-enabled associate for purposes other than checkout.

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