Mobile: It comes down to one person
Through a special arrangement, what follows is a summary of an article from Retail Paradox, RSR Research’s weekly analysis on emerging issues facing retailers, presented here for discussion.
For all retailers, regardless of size or product sold, the absolute best way to get past their extensive list of roadblocks to capitalizing on mobile technologies is to elect one person to take charge of the overall customer experience, according to RSR Research’s most recent mobile study.
At 50 percent, this beat out such options as IT support, coordination of LOB execs — even a streamlined technology platform. But should we be surprised?
RSR has been a proponent of this “single owner of the customer experience” for years now. In fact, our “2012 eCommerce Benchmark” found that only nine percent of respondents currently had such a title while more than double that number — 21 percent — say an executive whose charge is to ensure what the customer’s experience looks and feels like across any/all shopping channels is vital in determining the strategic direction of the retail e-commerce offering.
Still, not much has changed since then. As we conduct more evaluative research of retailers’ online offerings, cross-channel consistencies and overall shopability, it remains glaringly apparent that few retailers have yet undertaken this assignment.
And the role has become even more essential with mobile quickly rising to become a critical component of the shopping experience. Retailers are expected to delight consumers who have consistently been — and will no doubt remain — several technological steps ahead of them via their increasingly sophisticated mobile devices.
Moreover, our recent research shows that 52 percent of “retail winners” say that stores don’t even understand the mobile, social, or cross-channel opportunities of the new retail landscape — far and away their biggest inhibitor to making progress. This is no small feat to overcome. How can stores be relevant when they can’t grasp how far out ahead consumers really are?
- Mobile: It Comes Down To One Person – Retail Paradox
- Mobile’s Road Ahead: Yikes – Retail Paradox
- Where Are Mobile’s Biggest Opportunities? – Retail Paradox
- Mobile In Retail: The New Normal – RSR Research
DISCUSSION QUESTIONS: With the rise of mobile, has it become more important to put one person in charge of the customer experience? What do you see as the biggest challenges for retailers as mobile becomes more entrenched in the shopping experience?