Retail Merchandiser - September/October 2011 - (Page 8)

TECHNOLOGY Will mCommerce Make Black Friday Green? Instead of dreaming about the possibilities of mobile commerce, retailers need to implement it at their stores. Smartphones really do make shoppers smarter. Those mighty devices tilt the balance of power toward consumers, giving them product details and price comparisons that can turn an in-store visit to an online purchase. According to The Wall Street Journal, consumers using mobile devices accounted for just 0.1 percent of visits to retail websites on Black Friday 2009. In 2010, the number of visits on Black Friday from a smartphone jumped to 5.6 percent. Odds are that number will increase even more on Nov. 25. In some cases, those online purchases went to shopping portals rather than to the retailer. This holiday season, retailers are hoping new mCommerce strategies can keep those sales within the store. Mobile coupons, loyalty programs and mobile wallets are among the mCommerce options that can turn an in-store shopper from someone collecting information into a buyer. These promotions take advantage of shoppers’ love of their mobile phones and a good, old-fashioned deal. Across every industry, small tastes of mobility are leading to bigger cravings for it. Mobility begets mobility. For the 2011 holiday season, consumers may not get as many mobile options as they hope. Overall, retailers are making good progress developing their mobile channels, but they still have lots of hard work ahead. During this year’s Black Friday, mCommerce shoppers may be able to check out more quickly, get an in-store coupon or receive discounts. 8 September/October 2011

Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2011

Retail Merchandiser - September/October 2011
Will mCommerce Make Black Friday Green?
Ho, Ho, Ho!
The Look
Category Insight
Back to Business
PGA Tour
Kathy Ireland Worldwide
Ludorum - Chuggington
Monopoly - Hasbro
Coast Guard Exchange System
University Book Store Inc.
U.S. Cavalry Store
National Cattlemen’s Beef Association
Chino Valley Ranchers
Freeman Beauty Labs
New & Noteable

Retail Merchandiser - September/October 2011