This article was based on the interview with Sarah Jarvis from Eagle Eye Solutions by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
One concept that is gaining traction in the retail industry is the idea of a mobile makeover for personalized shopping. This concept revolves around bridging the gap between the physical and digital realms of retail, and leveraging mobile devices to enhance the customer experience.
The podcast interview with Sarah Jarvis highlights the value of mobile devices in delivering personalized experiences to customers while they are shopping. The CEO of Tesco, who co-authored the book being discussed, emphasizes that expensive physical store refits may not always be necessary. Instead, businesses can focus on leveraging the mobile interface to provide individual customers with value, at a significantly lower cost.
The objective is to make shopping a “phone-in-the-hand” activity rather than a “phone-in-the-pocket” one. The podcast hosts argue that although some may find this idea ridiculous, it is similar to how people now watch TV or go to the movies with their phones in hand. The point is that people are already engaging in various activities with their phones, so why not make shopping one of them?
To support this argument, the podcast mentions the example of using mobile devices to scan products while grocery shopping in the UK. This practice allows customers to save time and have a better experience, as they can quickly scan their items and avoid the hassle of carrying a basket or pushing a trolley. This example demonstrates the potential benefits of integrating mobile devices into the shopping experience.
However, the podcast also acknowledges that there is no one-size-fits-all solution to achieving a digital connection with customers. Instead, retailers need to think about creating a mosaic of digital connection points for different groups of customers. By doing so, they can personalize the value proposition presented to each customer and deliver relevant messages that resonate with their needs and preferences.
The interview concludes by emphasizing that businesses need to take this journey towards a mobile makeover and start leveraging mobile devices in physical stores. This shift in focus from traditional marketing methods, such as gondola ends and point-of-sale displays, to personalized digital experiences can enhance the overall customer experience and drive customer loyalty.
The concept of a mobile makeover for personalized shopping involves leveraging mobile devices to bridge the gap between the physical and digital realms of retail. By providing personalized value propositions and experiences through mobile interfaces, businesses can enhance the customer experience and drive customer loyalty. While there may be challenges in implementing this approach, businesses are actively working towards overcoming them to stay competitive in the evolving retail landscape.
