Survey: 41% of consumers actively using mobile apps while shopping
Ann Arbor, Mich. — The use of mobile applications for shopping purposes doubled in the past year, with 41% of consumers actively using mobile apps while shopping, according to CFI Group’s Retail Satisfaction Barometer survey.
The study found that 67% of 18-34 year-olds use mobile apps during their shopping experience. While Millennials are typically the focus of retailers’ mobile efforts, most consumers of all ages indicated that they have two to four shopping apps installed, proving that mobile isn’t a generational-only trend.
"It is crucial for retailers to keep up with advanced mobile capabilities to maintain high customer satisfaction," said Terry Redding, VP of sales and marketing at CFI Group. "With consumers’ demands to use mobile devices as a shopping tool, retailers must know how to connect with them digitally."
Of those surveyed, 47% of mobile application usage is dedicated to checking product prices at competing retail brands. This is one of many reasons why retailers need to engage digitally with their customers. One way retailers currently do so is by sending offers through their mobile devices – and it works – 45% of consumers redeem coupons and offers received via mobile.
Of the survey respondents, 51% indicated they would be very likely to use mobile apps to speed-up the checkout process when they become available. Almost half of all participants reported that they would favor a store with advanced mobile capabilities – which would encourage them to shop with the retailer more, buy more per visit and even pay slightly more.
Swirl and Motorola Solutions partner to accelerate beacon technology rollouts
Boston — Swirl Networks, provider of an enterprise-class beacon marketing platform, announced that it has entered into a strategic relationship with Motorola Solutions. The two companies will work together in the areas of product, sales and services to support iBeacon technology rollouts in large-scale retail environments.
This announcement follows the recent unveiling of Motorola’s MPact Platform for Mobile Marketing, which leverages Swirl to power the beacon marketing capabilities for its indoor locationing platform.
The collaboration creates a number of immediate benefits for retailers including:
• Swirl and Motorola will jointly sell Swirl’s beacon-based in-store mobile marketing platform as a standalone product as well as in conjunction with Motorola MPact, a unified indoor locationing platform that leverages both Wi-Fi and Bluetooth® Smart technology.
• Swirl’s platform will be fully integrated with Motorola’s Bluetooth Smart Beacons, providing retailers with the option of purchasing beacons from an established retail partner, while taking advantage of Swirl’s industry-leading cloud platform for creating, managing and analyzing in-store mobile marketing campaigns.
• Motorola will offer the MPact platform and beacon installation and servicing to Swirl customers. This service option will allow retailers to leverage Motorola’s nationwide Services team for rapid deployment of large-scale beacon networks spanning thousands of retail locations.
Swirl’s beacon-powered mobile marketing platform gives retailers the ability to engage shoppers with personalized digital content and offers while they shop in stores. Alex and Ani, Kenneth Cole and Timberland have deployed Swirl’s beacon technology in stores.
REI announces two new store openings for spring 2015
Seattle — REI will set up shop in two new locations next spring. The national outdoor retailer will open in Princeton, New Jersey. REI is also extending its presence in the Atlanta area, with a 24,000-sq.-ft. store in Alpharetta, Georgia.
REI’s 23,000-sq.-ft. store in Princeton will be located at Mercer Mall.
"These two new locations give us the unique opportunity to connect our offerings to more customers and members in the greater Atlanta, Philadelphia, New Jersey and New York areas,” said Greg Medlyn, REI’s divisional VP of retail.