Cell phones and smart phones have become ubiquitous with today’s world. They are now considered as an extended limb of the human body. Mobile engagement is a technological example of the utilization of this facet to make the best use of it for consumers and markets. The surge of technological innovation in this area has given rise to an entire assortment of mobile engagement equipment and mobile apps for retail that is electronically different, technologically different and have a human engagement of differing levels and types.
Bringing this innovation into the commercial space has its own brilliance. The scene of retail market has taken on a revamped look due to the introduction of mobile engagement. Recognizing that consumers carry their mobile phones everywhere and use it actively, it seemed evident that bridging the physical realm of shopping with the virtual realm of interaction would be beneficial for both the retailers as well as the brands being housed by them.
Very few companies have realized that the concept of mobile engagement has a very active outlook than simply being a passive form of interaction. Technological options of Bluetooth marketing, NFC, iBeacon and many more have opened up a variety of ways to interact with smart phones. However, most of the options have been restricted to providing information to consumers.
Mobile engagement can and is supposed to be a two-way street. Here’s why:
- Rather than giving consumers plain information that they can read off the product’s label, why not give them opportunities to look ahead? The interactivity of the mobile devices can be used to engage them in a conversation with the product. The product can talk to the consumer about itself, its features, its variants and the idea behind conceiving that product. This registers an emotional connect with the product and invokes an interest within the consumer to know more about it.
- The inquisitive nature of the consumer can also help the retailer and the brand to understand what exactly a consumer looks for in a specific type of product. This consequently helps in tweaking the experience to better suit the consumer as well as to revise the marketing approach for the same.
- Contrary to the popular belief, consumers do want to talk about their experience. They do want to share what they liked, what they didn’t, what they think can be improved, what they think can be added and much more. When the medium for giving feedback is much more conducive and simpler to the consumer, it can be easily attained.
- The mobile engagement technology can be used to bring out a product level feedback or even a retail experience feedback of a particular chain. Rather than being a plain survey form, the audio-visual capability of the smart phone can be utilised for a creative feedback option. This makes the consumer feel cared and make it matter.
- Not all consumers who enter retail stores end up buying products. Many simply gauge the collection, many carry out comparisons and many keep a mental note of the product they would want to buy some day. Engineering the mobile engagement to cater to these consumers is how one can reach out to people and get a hold of their vibe.
- In-store mobile engagement technologies can ask consumers of the products they appreciated, create a wish-list of what they would want or even inquire which products they would like to see someday in the store. An aggregation of opinions can help the brand and the retailer to make the experience better suited for a wide-range of consumers.
Mobile engagement is a technological strength whose full strength is yet to be utilized. The potential within it is endless and so are the possibilities. A communicative and conversational approach is the right way to move ahead with it.