Enhance customer and associate satisfaction with mobile retail technology

While smartphones and tablets have revolutionized operations across every industry, few sectors have embraced mobility like retail. By leveraging mobile retail technology solutions, brick-and-mortar stores can help improve the employee and customer experience, leverage innovative retail inventory management solutions and unlock new insights into their business.

Retail technology can enhance customer experiences

The rising role of mobile devices goes hand in hand with the increase of mobile-native Gen Z workers as a foundation of the retail workforce. In addition, mobile devices can enhance customer experience by allowing retail workers to look up items and answer questions using other tools that may help streamline their checkout process. According to the recent 2024 Connected Retail Experience Study: Focusing on Omnichannel Efficiency, only 11% of retailers are meeting the digital experience expectations which is one reason that demonstrates that there are significant improvements to the omnichannel experience to be made.¹

Retail leaders agree. Less than half (40%) of retail IT leaders are satisfied with their associates' access to technology.² And even though the vast majority (92%) of business leaders cite associate productivity as a key objective for retail technology investments, only half (52%) are satisfied with the productivity their associates deliver.³ In addition, less than a quarter (23%) of retail business executives are satisfied with the customer experience their stores deliver with mobile technology.⁴

By focusing their technology strategy on mobile, retailers can close the gap and meet the needs of their workers and customers. Here's how retailers can use mobile technology to improve the employee and customer experience.

Store associates can be more productive with mobile technology solutions

Mobile technology in the retail industry puts new capabilities in the hands of employees to use in other parts of the store.  to help streamline access to information and data, increase productivity, and improve customer service.

One way retailers are using mobile is to provide staff with smartphones and tablets powered by a mobile point-of-sale (mPOS) platform. By allowing staff to ring up a sale from anywhere in the store, retailers can free sales staff from the checkout counter so they can spend more time engaging with customers throughout the store. Not only could this reduce lines and checkout time, but it also gives staff the opportunity to suggest cross-sell and up-sell items while the customer is still shopping, instead of when they are already at the register.s. By leveraging the retailer’s customer relationship management (CRM) system, associates can access customer profiles, purchase history, and preferences to provide personalized service.

In addition, stores can use retail inventory management software to gain new insight into their stock. Rather than rummaging through the stockroom or sifting through clipboards with paper printouts, associates can access the retail inventory management system on their mobile device to instantly track inventory, pinpoint where items are located in a store or see if they are available in a nearby store.

Few retail employees have access to a PC at work—but almost all have a personal smartphone. Employee-focused apps can provide access to things like time clocks, shift schedules, important HR policies, vacation request forms and communication with management. In addition, retailers can provide content like employee training and development videos to help employees learn new skills and advance their careers, keeping them engaged while improving performance.

Create a winning customer experience with mobile technology

Modern retail technology solutions help retailers provide the innovative capabilities required to build stronger customer relationships that keep shoppers coming back time and again.

In addition to creating mobile apps for e-commerce, retailers can use their mobile app to improve the in-store experience. This can take many forms. In-store navigation can help customers find products. A QR code can help customers learn about a product's carbon footprint. A loyalty app lets shoppers apply coupons and discounts at checkout.

Going one step further, retailers may decide to use artificial intelligence (AI) to analyze a shopper's previous purchases and interests to make personalized recommendations, provide style advice and suggest additional products. The mobile device acts as a personal sales associate that the shopper can access as they shop, helping them discover and delight in new products they might not find on their own.

Retailers are also using augmented reality (AR) to make it easier for customers to visualize how a product looks in the real world. By supporting AR-powered in-store experiences, retailers can let shoppers scan a product to create a virtual model they can explore. This could help retailers more easily explain intricate details, share stories and videos from the factory to demonstrate craftsmanship or allow people to try on products virtually.

Power mobile retail technology with 5G from Verizon

Modern retail technology has the potential to help you increase staff productivity and satisfaction, improve the customer experience and gain new insights into your operations. To power it all, Verizon provides the advanced 5G network and solutions you need to leverage near real-time data, support emerging immersive technologies and quickly adapt to meet your changing business requirements.

Learn more about how Verizon can support your retail technology strategy.

The author of this content is a paid contributor for Verizon.