Wi-Fi and Bluetooth technologies provide opportunities to retailers.

In order to drive consumers in-store over the festive season and increase repeat business, retailers need to deliver a personal and relevant experience every time a shopper walks through the door, according to Zebra Technologies region sales director and general manager, David Arkles (pictured).

david arkles

“With mobile retail sales expected to double in the next year, according to Commbank Retail Insights, the time has never been better for Australian retailers to enhance their mobile offering,” Arkles said.

“While there has traditionally been fear of mobile retail taking away from physical stores, mobile engagement is now a way to drive interaction and encourage greater spending in-store. According to Google’s 2015 ‘How Mobile is Transforming the Shopping Experience in Stores’, 84% of smartphone shoppers use their phones while in a physical store, and those shoppers who use mobile more, buy more too.

“Today’s indoor locationing technology is so advanced that it can unlock the door to a new level of personalisation for retail customers. In fact, Zebra Technologies’ 2015 Global Shopper Study showed that more than half of in-store shoppers are interested in location-based services,” he added.

Wi-Fi and Bluetooth technologies enable retailers to send a personal greeting to the customers’ smartphone, send coupons for deals of the week or products based on past preferences, and deliver special offers based on dwell times.

Retailers can also provide a real-time item finder and access to product information including reviews and price comparisons.

Locationing technology enables conversion rate management so retailers can compare customer numbers against the amount of transactions. Furthermore, “smart” shopping carts can help consumers locate merchandise in-store and scan product bar codes for a faster and smoother checkout process.