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Retail’s Mobility Imperative: A Measured Approach to the Emerging Channel
Cell phones and smartphones have become constant companions to influential shoppers. To capitalize on mobility's ubiquity, leading U.S retailers are actively pursuing the mobile channel as a way to enhance customer engagement and loyalty, while giving them "first-mover" advantage over their competitors.
Today, nearly three out of four U.S. retailers have some kind of mobile initiative in place, yet many of them are still in pilot stage. But that will be changing. Retailers are on the cusp of a significant shift that will see them increase spending on developing and executing customer-focused mobile apps...new solutions that will let them personalize their interactions with mobile customers based on location and context.
This study examines what's driving retailers' mobile strategies, where they're focusing their time and money, and how they plan to measure their performance. In addition, view results of an exclusive survey of more than 300 executives at top U.S. retailers. Continue reading to learn more!