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Tapping Apps for Personalized Retailing eMarketer

25.06.10

Dave Bruno: We pet that the biggest short-term opportunity for retailers to drive more revenue in the world of mobility is through using movable in the store. Certainly there’s a business case to be made for mobile commerce outside of the store and for mobile marketing. But we reckon the biggest revenue-generating opportunity is to put the mobile phone in your customers’ hands and put up a personalized experience while they’re shopping in the store.

eMarketer: Take us through that experience when a retailer offers a consumer a point to log in via smartphone when they’re in the store.

Mr. Bruno: What if when a customer walks into a store the retailer offers an application that helps them pilot their shopping experience? If I’m online at home, log on to the Target site and indicate that when I get to my local Target value I’m going to be looking for cereal, dog food, paper napkins and whatever else is on my shopping list. I get to Target and I have access to that shopping slate. The retailer knows what I’m looking for. I might be offered deals and alerts. When I get to the paper napkins aisle, I obtain word on a new product in aisle five and so forth.

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