66 percent of customers want to use mobile phones to check that the products they want are in stock before going to the store.
Innovation in retail technology is being driven in large part by Generation Y shoppers, who expect to be able to use texting and other increasingly commonplace tools to conduct commerce. Other generations are following suit, according to a big IBM survey of more than 30,000 consumers around the world. The research shows that mobile devices have become a critical retailing platform, while emerging technologies such as smart applications accessed via television could be on their way to redefining the retail experience. Shoppers of all ages can be expected to conduct significant online research and to make contact with retailers online before their physical shopping experience, if they make it to a bricks-and-mortar store at all. Consumers thus know more than ever about whatever is they want to buy, as well as how they want it and who they want it from. IT’s job is to put retailers in front of these highly-connected and knowledgeable consumers in ways that improve share of mind and share of wallet.
Dennis McCafferty is a freelance writer for Baseline Magazine.
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