The Evolving Mobile App User appears in: 1to1 Media
Written by: Judith Aquino
Alex Muller, CEO and co-founder of mobile marketing firm GPShopper talks about the customer's expectation for both personalized content and convenience.
"Retailers can personalize app content based on purchase history, shopping behavior, size preferences, demographics, and geographic location."
GPShopper works with brands like Bebe, The North Face, Express, and Best Buy, creating app features that complement in-store experiences. For instance in the future, if a customer is in the fitting room and would like to try on a different clothing size, she could select an "Assist Me" icon on the retailer's consumer app on her smartphone. A store associate would see the notification on a tablet and beacons would show the associate the customer's location in the store. The account login of the customer's smartphone app also would give the associate the customer's name and purchase history if the customer opted to share this information. And when the customer is ready to check out, she can notify the associate on the app as well.
Clients have expressed interest in adding these experiences to their brick-and-mortar stores, according to Muller. "A successful mobile app maintains the same brand experience as your brick-and-mortar stores and your eCommerce website," Muller says. "It provides your customers with engagement, value, and convenience."
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Learn more about the Ten Must-Have Mobile App Features for generating in-store engagement.