Mobile Customer Experience: Savvy shoppers. Ready associates.
Published: Jan 10, 2018
Author: Mark Sidwell
Digital Convergence Blog Series – Part 4
Any device. Any time. Virtually anywhere.
This has been the demand of consumers and the mantra of Verizon for a while now, and we’ve been championing a “mobile first” innovation strategy to help enterprise customers meet the demand for mobile customer experience. But mobility is no longer a demand. It’s a reality. The question of whether to go mobilehas been asked and answered. The mobile public is now more interested in “what” mobile can deliver than “where” and “when” it is enabled because access is now assumed.
For retail companies, there’s likely been no more critical investment in technology they’ve had to make than in mobile engagement and the infrastructure required to support it. But the payoff has been in the ability to deliver wow-factor experiences to retail consumers and digital tools to the retail workforce that are shifting the paradigm of what “shopping” looks like, especially in traditional brick-and-mortar stores, where enticing people offline and back into stores continues to be a huge challenge.
So much of the technology we’ve been discussing in this blog series—like the use of augmented reality to try on makeup and clothing, visualize furniture and appliances at home, and discover new products and project ideas—are predicated on the integration of the right mobile app leveraging specific imbedded functions connecting to on-site capabilities that together deliver the magic. Mobility ties the experience to the customer or the sales associate, who is empowered with device in hand to navigate the intersection between the real and the virtual.
What are the possibilities?
The frontier of mobile customer experience is vast, with tremendous potential to redefine the way we consume goods and services. Where mobility, virtualization, innovative apps and new tech converge, industries like retail now have the ability to:
- Leverage customer behavior data and user analytics to personalize experiences, shape “look-alike” models to assist shoppers with product selection, and develop clienteling programs for brand-loyal customers.
- Use mobile point-of-sale (POS) capabilities to untether shoppers in store from long waits in check-out lines and enable instant purchase options via online checkout.
- Deploy turn-key internet connected devices in a distributed store network with cellular connectivity.
- Showcase product via vibrant and engaging digital signage on an independent cellular connection without the need to increase broadband connectivity in the store.
- Create a robust and secure parallel vendor network for kiosks and other non-corporate in-store devices.
- Deploy a fleet of wearable devices, such as smartwatches, to equip sales associates with task management and data collection in ways that support rapid product location for customers in store.
- Leverage product serialization and inventory management to increase visibility of supply chain and support buy online, pick up in store (BOPIS) and help address federal regulations for food safety.
Digital transformation across industries is shaping this evolution at the digital edge—where a host of mobile capabilities can be fused with emerging tech and next-generation mobile apps to boost customer experience and workforce enablement. This is where a lot of digital convergence is truly happening. The retail experience of the future will be mobile, fluid, and flexible, but so much of this is ready right now—capabilities just waiting to be explored, integrated and scaled.
Find out more about how Verizon is delivering these capabilities by vising our Retail Industry page.
Mark Sidwell is the Director of Mobile Solutions Sales for the Wireless Business Group (Retail & Hospitality) at Verizon.