In part one of this article we looked at three touch point worth consideration in creating or managing a successful mobile strategy. These included anywhere anytime accessibility to your market audience, capitalising on the unique interfaces contained within mobile devices and designing a tangible benefit to attract new clientele.

In part two we focus on three more touch points in a mobile strategy:

Like the environment the retail economy appears to be changing in a number of ways. From parallel imports to overseas brands.... 

If you’re staying on top of the news or watching the technology radar then this observation is not going to take you by surprise. In a recently published survey by BRW and the Australian Communications and Media Authority there are now more than 8.5 million or 49% of the adult population using smartphone. This figure is quite telling given that only a couple of years ago it was 38%. What is more interesting about this figure is who was targeted in the survey. Adults although more affluent then their younger counterparts are not typically the technology adopters or advocates. This means that the culture, cost and ease of use barriers have been surpassed, with the real focus at hand now on reaching out to the mobility enabled marketplace.

In part one of this article we focus on three key touch points to managing a successful mobile strategy:

Yes this is a clean article; it’s safe to read on. While shopping in Sydney city on the weekend I walked by the Apple store and what struck me was how long I was lingering outside, looking at what people were doing inside the store. This was a retail fishbowl!

In there we a number of people sitting against the window doing emails, presumably using the free WIFI, there are people getting what appeared to be free instructions and other testing the latest products. They all looked like they had a purpose or at least wanted to appear purposeful.

Consumers are changing… so are our retail stores.  In this blog I won’t discuss the new trends like omni-channel, store layout, and more; I will focus instead on the higher objective which should be the starting point of all these retail initiatives.

Most retailers are already sophisticated. Many now have an eCommerce website, capture customer data and spend so they can proactively adjust their store layout to optimise sales. These aspects of retail were differentiators in the past, but not anymore in a mature industry. So, how can you further differentiate and get customers walking in your store instead of the alternatives across the road? The key word is “amaze”.

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