Advanced Mobile Tech Still to Come at Retail

Mobile Tech Retail Deployment

While a good majority of retailers in North America have a mobile-enabled website, other more-advanced mobile capabilities, such as geolocation and customer identifying technologies, are likely three to five years away from seeing critical mass adoption, suggest a recent survey by Boston Retail Partners.

Boston Retail Partners surveyed more than 500 retail executives in North America on the state of their mobile technologies. And while retail marketers appear to understand the importance of mobile, even in-store, and see mobile as a way to close the gap between ecommerce and brick-and-mortar sales, most advanced technologies are still in single-digit adoption percentages.

The majority (58%) of respondents have implemented a website specifically designed for mobile access. However, of those with an active site, roughly half (or 27%) said theirs needs improvement. And while roughly a quarter of the executives polled said that executing geolocation and in-store customer ID technologies would likely happen in the next three to five years,, at the time of the survey, only 2% said they had geolocation in place that’s working well. Meanwhile, no one felt they were at that stage of success with customer identifying tools.


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