Mobile Is As Mobile Does

Life may be like a box of chocolates, but retailers should make sure they wave those chocolates under shoppers' noses to keep purchases in store and not sending them out to the discounted web site for a couple bucks off. The key is pairing smart database mining of a shopper's past purchases and preferences with selected news, reviews, and suggested items. A small discount wouldn't hurt, either. And it all revolves around smartphones.

Of course, there's a certain irony in mining a computer database to make shopping a more personal experience, but customers with smartphones can be changed from 'scan and scram' shoppers -- in which they search online for a cheaper price while in a store and then buy it online -- to engaged shoppers who buy in the store, not online.

Smartphones moved from fad to trend to mainstream. According to IDC, smartphone sales will jump 50% in 2011 to 450 million in 2011, up from 303.4 million in 2010. A Lightspeed Research survey found 56% of respondents believed mobile can make the shopping experience more enjoyable. IDC also found that 30% of consumers ages 25-44 considered a retailer’s mobile competence a major factor when shopping. ABI Research predicts mobile commerce will grow to $110 billion by 2015.

How does it work? Loyalty and card programs provide the data history and expert knowledge systems provide the recommendations. Buy an electronic gizmo or toy? Pop up a suggestion for batteries. Buy some clothing? Pop up a suggestion for some sort of accessory. Consumer can't decide between two products? Offer a review and recommendation -- based on fact, not manufacturer incentives. Consumers possess long memories if you steer them wrong.

Databases are a start, but they only go so far. You still need smart sales staff to offer the true personalized touch. But if customers are on the phone, mobile computing gives you a chance to keep them from walking out the door. Mobile and retail -- they go together like peas and carrots.