“Mobile is a behavior, not just a channel”

How do you move shoppers from their mobile screen into physical stores? According to VentureBeat, there are three things marketers need to accomplish: make it local, make it personal, and make it simple.

In-store Beacon technology is the latest trend to tap into the mobile retail experience. Essentially, Beacons are low-energy Bluetooth connections used to transmit messages or prompts directly to a smartphone or tablet based on location. Apple, Macy’s and American Eagle are just a few of the retailers to add this technology in their  brick-and-mortar stores. Flash deals and in-store maps are just two of the ways retailers. The jury is still out whether customers will find this intrusive, helpful or just plain annoying, but there’s no doubting the potential value in this product.

In 2010, PayPal announced its two-click mobile payment system called Mobile Express Checkout and since then has increased mobile sales conversion by 30 percent and increased retailers’ incremental sales by 35 percent. The payment method’s simplicity is the reason for its success. Google Wallet has added this feature to their mcommerce sites and also seen a higher conversion rate.

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