Harnessing Technology to Support a Seamless Shopping Experience

Mobile apps: Many brick-and-mortar retailers provide interactive maps that shoppers can view on smartphones to locate products, checkout counters, request assistance, check inventory and more. By adding location-based tools, retailers can immediately send coupons and promotions to shoppers based on what they're browsing in-store, the weather, current inventory and shopper history. Furthermore, price comparison apps help shoppers to determine if they're getting the best price, while product identification apps allow shoppers to take a picture of the product and learn more about it. In effect, these technologies empower consumers, while enabling retail stores to tap into the same digital marketing and engagement opportunities that online retailers have employed.