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`OpinionLab Advisory: Five Tips for Leveraging Mobile
`Technology to Drive Positive Brick-and-Mortar Shopping
`Experiences
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`()
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`HIGHLAND PARK, Ill., July 19, 2011 /PRNewswire/ -- With more than half of smartphone owners using
`mobile devices to enhance their shopping experience (source: iModerate Research Technologies),
`savvy retailers are leveraging smartphone capabilities to drive sales and increase shopper loyalty.
`OpinionLab (http://www.opinionlab.com/content/), the pioneer and leader in voice-of-customer
`(http://www.opinionlab.com/content/company/) (VOC) listening technologies and mobile feedback
`solutions, today unveiled five tips to help retailers engage with brick-and-mortar shoppers via
`smartphones.
`
`"Smartphones are rapidly transforming the retail landscape and blurring the lines between online and in
`-store customer experience," said Rand Nickerson, CEO of OpinionLab. "With many retailers
`generating greater revenues in the store compared to online, using mobile initiatives to incentivize in-
`store purchases will lead to improved sales. And, with millions of shoppers now engaging with retailers
`via mobile devices, brands have greater opportunities to listen, understand, and react to customer
`feedback through the mobile channel."
`
`OpinionLab's patented methodology and recognized [+] symbol have helped many of the world's
`leading brands collect, understand, and manage actionable VOC feedback across all customer touch
`points, including brick-and-mortar locations, mobile channels and apps, websites, and social-media
`properties. Based on insights generated from the feedback of mobile consumers, OpinionLab offers five
`essential tips to help brick-and-mortar retailers provide a more complete multichannel shopping
`experience.
`Extend the aisle to keep customers engaged. Shoppers in the information age like to research
`before they buy, and 46 percent of consumers have used their phone to get product information while in
`a store (source: Briabe Media). Put in-depth product detail at your customers' fingertips, and you can
`mitigate their need to perform additional research and boost the likelihood of a purchase. Add quick
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`response (QR) codes to in-store displays to draw customers directly to branded mobile sites that
`provide one-stop access to far more information than traditional brick-and-mortar aisles can provide:
`comprehensive product information, comparisons, and more.
`Win the price war through exclusive incentives. Consumers today are shrewdly cost conscious, and
`25 percent have used smartphones to compare prices while in a store (source: SmartRevenue). Take a
`proactive approach by pushing incentives through near-field communication (NFC) technology. For
`example, as a customer browses the outdoor furniture section, send an instant discount on patio
`umbrellas to his or her mobile device. Exclusive promotions appeal to savvy mobile consumers, and
`highly targeted offers encourage customers to take action on special deals related to their shopping
`needs.
`Embrace product reviews and demos. According to a Nielsen survey, 90 percent of consumers trust
`recommendations from people they know, while 70 percent trust consumer opinions posted online.
`Embrace this trend by making peer reviews and demos easy to access in the brick-and-mortar space.
`Keep shoppers in your brand backyard by linking them directly to reviews through QR codes on store
`displays and including store-made videos showing products in use.
`Use games to engage and reward loyal customers. For the first time in history, the number of loyalty
`memberships in the US exceeds two billion, netting out to more than 18 memberships per household.
`That's up 16 percent from the almost 1.8 billion memberships counted in 2008 (source: Colloquy's
`Loyalty Census). Enhance loyalty programs by adding a social twist: invite shoppers to compare points
`with others or introduce customers via Twitter, Sonar, etc. based on buying patterns. Weave NFC or
`mobile geolocation technology in with such promotions to push special offers to shoppers who take
`certain actions, such as visiting a dressing room, filling a basket with $100 worth of merchandise, or
`spending a certain amount of time in the store.
`Always be listening. Give consumers 24/7 access to customer service through their mobile devices
`and leverage social media to respond to questions and service inquiries via Twitter, Facebook, and the
`like. Most of all, make sure your customers can send open-ended feedback directly to you at anytime,
`from anywhere using simple, opt-in mobile comment cards.
`
`About OpinionLab
`
`Based in Highland Park, IL, OpinionLab is the pioneer and leader in real-time voice-of-customer (VOC)
`listening technologies. The patented, proven methodology behind this page-specific, opt-in customer-
`feedback system helps many of the world's top brands collect, manage, and leverage input from
`engaged consumers. By inviting customers to share insight in their own words, at anytime, from
`anywhere, OpinionLab harnesses the collective intelligence of consumer voices, interprets that
`information, distributes it, and provides essential tools to make VOC data actionable. Consumers in 50
`countries click on the familiar [+] symbol millions of times each month.
`
`OpinionLab is also the parent company of DialogCentral, a breakthrough mobile technology that
`provides a single platform for real-time feedback about brick-and-mortar businesses. DialogCentral is
`free for consumers and businesses. For more information, visit www.opinionlab.com
`(http://www.opinionlab.com/) or www.dialogcentral.com (http://www.dialogcentral.com/).
`
`SOURCE OpinionLab
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`RELATED LINKS
`http://www.opinionlab.com (http://www.opinionlab.com)
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