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said, adding that property managers For ISOs and merchant level The five mobile sales triggers
are incorporating more places where salespeople (MLSs), delivering
shoppers can linger or meet with an omnichannel program is
friends to alleviate the in-and-out often complicated by the fact Five mobile-sales trigger points can help
perception of mall shopping. that merchants are at different drive additional store visits and increase
points in the spectrum. "The sales for merchants who deploy them,
Ellis also believes small town challenge for sales folks these according to Richard Crone of Crone
centers connected wirelessly to days is that it's really a shift
serve local communities could from traditional payment Consulting LLC. Here is a list of the touch
gain in popularity. He envisions sales to solutions sales," said points and what each entails.
a "trend of richer, more activated Chris Lee, President of North
neighborhoods, and it all ties into American Strategic Partners for 1. Discovery phase: This aspect of
the whole driving less, walking more Moneris Solutions. "They have mobile interaction has evolved from
societal trends which are leading the to ask different questions." simple store-location capabilities
way."
Lee, who is also the Electronic to more advanced apps that permit
In addition, redevelopment projects Transactions Association customers to create shopping lists,
underway in the United States and Technology Committee Chair, navigate products and join loyalty
economic development in emerging said ISOs and MLSs should be programs before they even enter the
global regions are providing asking merchants whether they store.
incentive for investment in live-work have concerns about keeping
community hubs. "I think it creates track of their inventory or 2. Presence detection/check-in:
a huge opportunity, perhaps maybe tracking their website sales
even more so in some developing as well as in-store sales. "You Consumer-triggered check-in enabled
countries, to create rich, layered can consolidate that all into by Bluetooth LE technology allows
environments where retail is really one inventory system, where it merchants to identify customers
important, but where the other was traditionally two separate entering the store, direct them to store
aspects of life, like a post office or systems, because the POS
whatever, are there as well," Ellis was separate and they weren't personnel and issue-special ofers
said. integrated," Lee said. She based on consumer opt-in preferences.
urges MLSs to probe deeper to
Showroom shadows uncover merchant pain points. 3. In-store/enhanced self-service:
The shopper pattern of viewing From scanning a bar code for food
products in-store only to purchase One such pain point is revenue and wine pairing suggestions to
them later online, known as loss due to showrooming, but pressing a buton that connects with
"showrooming," has been the bane this can be counteracted. "We a store manager or video illustrating
of brick-and-mortar merchants until have a number of different
recently. According to an IBM Corp. things that we've done to how to combine accessories, in-store
study of 30,000 global consumers, prevent showrooming," said options abound.
8 percent of consumer respondents Kevin ColaŅ«o, President of
admitted to showrooming in the past retailcloud. "We are feeding 4. Mobile payment/checkout: The
year, up from 6 percent in 2012, but the merchant inventory into all best mobile payment apps are
incidence of online purchases made the different tools that people designed to retain the customer
as a result of this practice dropped use for showrooming." He
from 50 percent to 30 percent year- added that tools can also enable connection throughout the checkout
over-year, based on those surveyed. merchants to be in the mix process. They can be linked to loyalty
when consumers showroom at programs or provide incentives for
The study also found that consumers competing retailers or at other customers to use lower-cost forms of
who partake in the omnichannel locations outside of their stores. payment.
experience were more concerned
about such things as price consistency Another possible defense is to 5. Electronic receipts/post-sale:
across all channels, the ability to ship mobilize e-commerce websites.
items to consumers from warehouses Once a website is mobile- Mobile-triggered receipts can
when the items are out-of-stock in- enabled, anyone entering a generate geography and time-of-
store, consistent assortment across store can immediately scan an day triggers, track purchase and
channels and the ability to accept item or quick response code loyalty preferences, push post-sale
returns of online purchases at to launch a merchant's mobile
physical stores. Thus, the overall website. "They can peruse promotions, and encourage social
experience was fundamentally more the merchant's website, look sharing to drive future sales from new
important to survey respondents at products, look to see the and existing customers.
than price alone. quantities on hand and pricing,"
43
said, adding that property managers For ISOs and merchant level The five mobile sales triggers
are incorporating more places where salespeople (MLSs), delivering
shoppers can linger or meet with an omnichannel program is
friends to alleviate the in-and-out often complicated by the fact Five mobile-sales trigger points can help
perception of mall shopping. that merchants are at different drive additional store visits and increase
points in the spectrum. "The sales for merchants who deploy them,
Ellis also believes small town challenge for sales folks these according to Richard Crone of Crone
centers connected wirelessly to days is that it's really a shift
serve local communities could from traditional payment Consulting LLC. Here is a list of the touch
gain in popularity. He envisions sales to solutions sales," said points and what each entails.
a "trend of richer, more activated Chris Lee, President of North
neighborhoods, and it all ties into American Strategic Partners for 1. Discovery phase: This aspect of
the whole driving less, walking more Moneris Solutions. "They have mobile interaction has evolved from
societal trends which are leading the to ask different questions." simple store-location capabilities
way."
Lee, who is also the Electronic to more advanced apps that permit
In addition, redevelopment projects Transactions Association customers to create shopping lists,
underway in the United States and Technology Committee Chair, navigate products and join loyalty
economic development in emerging said ISOs and MLSs should be programs before they even enter the
global regions are providing asking merchants whether they store.
incentive for investment in live-work have concerns about keeping
community hubs. "I think it creates track of their inventory or 2. Presence detection/check-in:
a huge opportunity, perhaps maybe tracking their website sales
even more so in some developing as well as in-store sales. "You Consumer-triggered check-in enabled
countries, to create rich, layered can consolidate that all into by Bluetooth LE technology allows
environments where retail is really one inventory system, where it merchants to identify customers
important, but where the other was traditionally two separate entering the store, direct them to store
aspects of life, like a post office or systems, because the POS
whatever, are there as well," Ellis was separate and they weren't personnel and issue-special ofers
said. integrated," Lee said. She based on consumer opt-in preferences.
urges MLSs to probe deeper to
Showroom shadows uncover merchant pain points. 3. In-store/enhanced self-service:
The shopper pattern of viewing From scanning a bar code for food
products in-store only to purchase One such pain point is revenue and wine pairing suggestions to
them later online, known as loss due to showrooming, but pressing a buton that connects with
"showrooming," has been the bane this can be counteracted. "We a store manager or video illustrating
of brick-and-mortar merchants until have a number of different
recently. According to an IBM Corp. things that we've done to how to combine accessories, in-store
study of 30,000 global consumers, prevent showrooming," said options abound.
8 percent of consumer respondents Kevin ColaŅ«o, President of
admitted to showrooming in the past retailcloud. "We are feeding 4. Mobile payment/checkout: The
year, up from 6 percent in 2012, but the merchant inventory into all best mobile payment apps are
incidence of online purchases made the different tools that people designed to retain the customer
as a result of this practice dropped use for showrooming." He
from 50 percent to 30 percent year- added that tools can also enable connection throughout the checkout
over-year, based on those surveyed. merchants to be in the mix process. They can be linked to loyalty
when consumers showroom at programs or provide incentives for
The study also found that consumers competing retailers or at other customers to use lower-cost forms of
who partake in the omnichannel locations outside of their stores. payment.
experience were more concerned
about such things as price consistency Another possible defense is to 5. Electronic receipts/post-sale:
across all channels, the ability to ship mobilize e-commerce websites.
items to consumers from warehouses Once a website is mobile- Mobile-triggered receipts can
when the items are out-of-stock in- enabled, anyone entering a generate geography and time-of-
store, consistent assortment across store can immediately scan an day triggers, track purchase and
channels and the ability to accept item or quick response code loyalty preferences, push post-sale
returns of online purchases at to launch a merchant's mobile
physical stores. Thus, the overall website. "They can peruse promotions, and encourage social
experience was fundamentally more the merchant's website, look sharing to drive future sales from new
important to survey respondents at products, look to see the and existing customers.
than price alone. quantities on hand and pricing,"
43
