Grim phrases about the end of the physical shopping experience have been spinning through headlines since the launch (and rapid success) of e-commerce. The average layperson must wonder if we’re facing the end of brick-and-mortar stores – a life of anonymous online buying, relying on the opinions of random internet strangers. Sure, that’s available. But, as explained here by Marco Nielsen, vice president, managed mobility services, Stratix, for RetailTechNews, brick-and-mortar stores – at least those willing to innovate to survive – are thriving.

Trending news of the decline of the physical store has been blown way out of proportion. Today, 90% of retail purchases in the U.S. are made in brick-and-mortar stores. Even looking five years ahead, that percentage is not projected to fluctuate significantly.

Still, brick-and-mortar retailers face a significant challenge in (at a minimum) sustaining in-store sales. The key to success is innovation: the traditional customer experience of walking in, grabbing a few products, paying, and walking out is what’s dying.

For many retailers, innovation means creating in-store shopping experiences that are compelling enough to motivate the customer to step away from the computer or phone, change out of their pyjamas. and come into the store. This means in-store personalisation, fantastic one-on-one service, and knowledgeable associate-to-customer guidance. The use of mobile devices in retail stories can significantly catalyse conversation and relationship-building between the sales associate and the customer – ultimately driving increased sales.

Harnessing the power of mobile devices is enticing: mobile delivers a personalised experience that enhances in-store encounters between customers and store associates. A handful of brands (e.g. Gap, Nordstrom, and Home Depot) have seen great success in leveraging in-store mobile devices to improve customers’ shopping experience. Think immediate inventory checks, ‘endless aisle’ searching, auto-suggested upselling and add-ons, and closing the sale using mobile POS. The customer’s hesitations are quickly resolved, the sale is completed faster, and the customer gets a little spark of happiness from interacting with a friendly, knowledgeable associate.

Despite the success of some brands, designing and implementing mobile retail strategies can be challenging.

Stratix recently partnered with IHL Group to survey some of the largest retailers in the U.S. about using mobile technology in their stores. We learned that most retailers are facing significant challenges with mobile. Three highlights:

- Over 75% of retailers surveyed don’t have the proper mobile apps in place for in-store devices

- 60% of retailers report inadequately trained in-store staff that are stifling plans to deploy mobile solutions

- 59% of retailers need better help desk support to assist mobile users and troubleshoot common problems.

Along with these challenges, it’s difficult to ignore the (well-documented) consumer buying transformation – in more and more buying categories – being driven by Amazon and other online mega-retailers.

This begs the question: how do we untangle the complexities that brick-and-mortar retailers face when leveraging in-store mobile solutions to drive customer engagement and sales?

Here are some key strategies and tactics:

In-store mobile success is grounded on personalised strategic design. Savvy retailers carefully select the partner and application(s) that work best for their customers, products and associates. Consider your customers’ habits and desires, your staff’s abilities, the time and financial investment you will put into these initiatives, and potential return on investment. Doing this early on establishes a framework for incorporating and executing mobile in a profitable and long-term scalable way.

Prioritise associate training on best practice mobile use with customers (including during new associate onboarding). It’s easy to hire a retail associate with adequate customer service skills. A great associate – capable of guiding customers down the path to purchase – is a rare find and even more difficult to retain. Mobile apps can bridge this gap and drive improved conversation between the associate and the shopper. From the beginning (but it’s never too late to start!), train staff on how to use mobile apps and guide shoppers to use the apps in place. Mobility in the hands of the associate both enriches customers’ shopping experience and also empowers staff to drive sales.

Outside support teams are critical to 24/7/365 mobility uptime. Even with trained staff in place, any technology sees an occasional hiccup: network connectivity issues, access to data, functionality questions. An external IT support team addresses and quickly resolves these challenges. Retailers who recognise that mobile technology commands a working knowledge of its proficiencies realise that investing in a trusted third-party provider whose team can provide support 24/7/365 will reduce the number of hiccups and quickly resolve each one encountered.

While many retailers report challenges with the use of mobile technology in their stories, the success stories show how it can be significantly and positively impactful to customer experience and sales. Survey participants revealed that retailers leveraging in-store mobile tools in 2018 are projecting almost 150% year-on-year sales growth.

Retailers looking to take the path of the retail renaissance – rather than the retail apocalypse – are investing in the effectiveness of mobile, providing in-store teams the tools and support necessary to maximise the use of mobile. As mobile technology becomes more multidimensional, industry experts design streamlined solutions that enable and support long term success.