While consumers are adopting mobile technologies at a breakneck pace, retailers are slower to embrace everything mobile. In the recent RSR report, The Impact of Mobile in Retail, retailers report that "mobile's primary ability is to enhance the overall value of the brand." But the findings show that the actions retailers are taking right now don't line up with this purpose.
Other report highlights include:
- Fifty-two percent of retailers believe that consumers only use mobile devices 25 percent of the time in their paths to purchase.
- Even for the best retail performers, project prioritization and manpower have become the enemy within.
- The fear that mobile devices and platforms are changing too quickly is keeping retailers from enacting more exciting mobile projects.
Get the full report for an analysis of the business drivers, opportunities and organizational constraints surrounding new mobile systems and practices being used in retail merchandising.