Making Mobile Commerce Work in Retail

1. Engage consumers during the mobile design phase. When it comes to mobile, it's common for retailers to become reactionary and rush to offer consumers something and then wait to see what sticks. This is a costly approach that rarely generates great results. Rather, retailers and brands should be more calculated and find out what type of mobile solution would best dovetail into their unique shopping eco-system and provide the most value for their customers. It can't always be about discounts and coupons. Consumers want a pleasing and convenient experience, one that encourages, recognizes and rewards them for shopping with your brand, regardless of whether they choose to use their mobile device, shop online or do all of the above while in-store.