As retailers look for new ways to drive revenue and improve the customer experience, mobile devices are migrating from the back office to the selling floor. Fueled by an expanded menu of devices and applications, leading retailers are now using mobility for much more than barcode scanning. Next generation mobile implementations are now delivering functionality such as real-time couponing, gift registry/wish listing and assisted shopping right into the hands of store associates.
However, in conjunction with the expansion of their wireless networks, retailers are also realizing the need to take measures to secure and service these devices. A new report from Aberdeen Group, “Mobile Field Workforce in Retail: Strategies to Reduce Total Cost of Ownership” found 73% of Best-In-Class Retailers have had a mobility initiative in place for one year or more. The report states that the mobile initiatives are enabling these Best-in-Class retailers to deliver: a stronger brand promise; a customer-intuitive process through improved focus on assisted and self service; and an agile retail process workflow in the field including stores.