Why in-store will be the key arena for mobile communications

Jim Taylor
MEC Retail

There’s no doubt that by 2018 the mobile phone will have opened up many new and exciting communication opportunities. From my vantage point in Europe, I believe we are on the verge of a revolution in how people use the mobile phone. It’s already happening in Asia. And I believe the biggest impact of this revolution will be in-store. Let me explain why.

Today, in-store communication is a repressed child. On the whole, retailers believe that there are many other factors which influence shopper behaviour more than communication - such as service levels, environment, stock levels, shopper value perception, and so on.

They remain unconvinced that communications can do much more than simply incentivise shoppers through promotional messaging. For this reason, over the last few years retailers have stripped away a lot of the historical ‘cardboard’ promotions in the interest of cleaning up aisles and making shopping trips easier.