National Retail Federation - Mobile Retailing and the Point of (No) Return

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Mobile Retailing and the Point of (No) Return

Pete Bradshaw, CTO and Bob Walters, Vice President of Sales & Marketing
The Retail Equation
March 2013
www.theretailequation.com

Consumer technology companies like Apple no longer have the corner on the market for mobile technology at the point of sale. Recently, several major retailers have publicly announced the adoption of mobile retail practices to enhance the customer experience...and increase the bottom line.

They understand that the longer a consumer waits in the store for customer service or in line to checkout, the longer they have to consider whether they need the items and the more likely they are to postpone the purchase or walk away all together. Mobile technology nearly eradicates this time hassle by offering the customer the opportunity to check stock or checkout from anywhere in the store. However, in doing so it can present challenges when trying to merge this sought after mobility with the concepts of best-in-class merchandise return capabilities, while keeping retail fraud under control.

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