Making Mobile Commerce Work in Retail

As such, brands and retailers today should be hyperfocused on providing consumers with a better, more unified shopping experience that also creates higher value for them. An example of this would be one that delivers relevant and personalized offers and messages (e.g., come to a new store opening and receive a 15 percent discount) to highly segmented individuals (e.g., affluent women within a 15-mile radius) in an effort to drive specific actions and behaviors — i.e., drive traffic to the opening of a new luxury brand store and cultivate loyal customers. While there's more than one way to approach this, there are some best practices retailers and brands can follow for creating brand advocates through consistent and relevant experiences across all engagement and buying channels. Here are a few to follow: