Mobile phones have evolved tremendously over the years, becoming a ubiquitous part of daily life. The number of shoppers who walk into your store with a smartphone far outweighs the number of those without one.
With this in mind, mobile phones can be one of a grocer’s greatest tools to improve the customer experience and empower shoppers to make their own choices with a high level of confidence. The pocket devices can also help remove much of the friction in the shopping experience.
From faster checkouts to augmented reality, many retailers have started embracing customer-facing smartphone technologies that combine the physical in-store experience with the advantages that an e-commerce experience offers. Some of these advancements were on display — and definitely a topic of conversation — at Groceryshop, which took place Sept. 15-18 in Las Vegas.
“I think about our customer, our shopper, and we know things about her. She has less time than before; she wants convenience,” notes Sepideh Burkett, VP, store support, at Carlisle, Pa.-based Giant Food Stores. “And we know she has a cellphone. She wants full integration.”
Answering an Age-Old Question
One shopper question can never escape employees: Where do I find this? Customers have likely been wandering around the store in search of an item long before they stop an employee, and now the employee stops what they’re doing to assist. It’s a frustrating process all around.
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