The Mobile Revolution (And Its Effect) Is Undeniable And Aruba's NRF Study All But Proves It
By Jeremiah Shea, contributing writer
The mobile revolution has been well underway since the first iPhone launched in 2007. Since then, there has been worldwide adoption of smartphones — and other devices for that matter — to the tune of a 1:6 ratio compared to the global population number. This is just the tip of the iceberg though as the combination of small computing modules and wireless communication capabilities has eschewed in the early stages of the Internet of Things.
As National Retail Federation (NRF) has wrapped up, retailers and other industry folks are discussing the takeaways and what impressions the new developments will make. One interesting gem was Aruba’s informal study of the impact of mobile phones and apps in brick and mortar stores. As the mobile revolution that kicked off in 2007 clearly put the power into the shopper’s hand, it’s only now that businesses are starting to fully understand their needs.
While the findings aren’t necessarily groundbreaking, it’s still eye-opening to see results on paper in terms of what these connected consumers are both leveraging and demanding while shopping. One of the biggest findings was that loyalty apps can be powerful engagers that ensure a consumer becomes a frequent and loyal visitor. The study found that less than nine percent of consumers would shop at a competitor compared to a company where they were a loyalty member. Other findings only echo this point.
Those same apps can drive promotions down to the consumer, often with demographic filters to ensure a relevant message. With marketing becoming more specific, it’s no surprise that the study found a whopping 78 percent said they would take advantage of an in-store offer if it presented itself.
These benefits go to the early adopters. The study found that 86 percent of responders use at least one retail app and 59 percent use them up to five times per week. It won’t be long until this practice is common, so the value lies in jumping in early and developing a sound engagement strategy.
As consumers become more reliant on their devices for information, the preference of phone over face-to-face interaction was surprisingly large with 57 percent of respondents preferring their apps to aid in shopping versus talking to someone from the store. While slightly disheartening, you can imagine a well-built app having the ability to answer most of the common questions a customer has in store.
Outside of marketing and loyalty, there’s one thing that’s been a little slow to develop considering its impending impact. In-store navigation sounds like a no-brainer on paper, but has been lagging in terms of widespread adoption in the mobile game. It wasn’t until this past October that Apple launched an indoor mapping app. The study proves the demand as those surveyed ranked in-store maps and navigation as the top reason for downloading an app, so clearly the need is there. This is one feature that’s clearly an absolute must have as VARs help stores build out their mobile platform and delivery.
Considering all of the above is only made possible with a robust wireless network that can not only shoulder the demands, but also be there as an encourager for consumers to connect, it should be no surprise that one of the final findings was the need for easy-to-access Wi-Fi. In fact, that was the number one answer given when asked how the respondents used their phones.
While the mobile revolution is already well underway, the results of the survey show that we’re just now starting to see Darwin’s survival of the fittest and the true necessities from a consumer perspective bubbling to the top due to widespread adoption. With a target being planted squarely on robust mobile apps, in-store navigation, and the importance of store Wi-Fi, solution providers can begin to frame up a game plan to help the struggling brick and mortar business owner to stay relevant and compete as we progress into the future.