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Mobile Engagement or How Mobile Devices Influence the Shopping Experience

Shoppers are increasingly adapting to the convenience of digital shopping experiences. Variable prices that allow them to find great deals, the ease of paying for and receiving products and the personalization provided by e-commerce all have a positive influence on consumer experience. However, the latest OCU Purchase Habits report highlights that consumers continue to prefer shopping in stores, and that they prefer to be able to interact with, touch and try products before they buy despite the increase in online commerce. Even if they then use online channels.

Retailers must meet customer expectations and improve the in-store shopping experience to make shopping more convenient. This requires a good understanding of the customer journey, and fusion of the online and offline worlds. Customers are now extremely accustomed to digital experiences and expect similar elements in physical stores (this is not to say the experience has to be identical, otherwise shoppers would have no reason to visit them). Retailers need to adopt the latest innovations and digital technologies to get customers to interact with their brand and establishment, to increase engagement, and to extend interaction beyond the online domain. The best way to improve the customer experience is mobile engagement.

This concept involves attracting customers across all the different interaction channels available on smartphones. Businesses use this tool to increase customer engagement, improve their experience and establish a stronger, more positive relationship. Engagement is reinforced when users download the company app and it provides value by offering information, offers or coupons. This reinforces the long-term relationship with the brand and creates loyal customers.

The Mobile Engagement tool by Beabloo provides all the benefits of this kind of technology and uses beacons to communicate with in-store customer smartphones, grabbing attention when they approach defined locations. This provides customers with relevant and personalized information like offers or promotions, through the store app installed on their smartphones or using the digital signage they pass as they progress through the store. Information displayed on the digital screens can include QR codes directing customers to a website, or offer coupons, promotions or the opportunity to download an app.

The Beabloo Mobile Engagement tool manages content remotely through a cloud-based CMS. It can manage and automate marketing by targeting specific demographic groups, sending push notifications based on location and a predefined schedule, and generating personalized QR codes. Beabloo provides Asian brands with a mobile alerts engine that uses the most popular Asian social media app: WeChat, so consumers don’t have to download a new app to receive alerts. In this way, Beabloo Mobile Engagement allows users to:

  • Achieve personalized customer engagement: It allows businesses to connect directly with their customers using mobile alerts and a neighboring digital screen. This unique opportunity also personalizes customer service.
  • Optimize advertising investment: Effective ad targeting optimizes expenditure, minimizes efforts spent on uninterested consumers, and personally delivers messages to a customer mobile in the right place at the right moment.
  • Improve the purchase experience: Use dynamic signage to display relevant advertising, offers and promotions when customers pass a screen. This solution can provide store customers with the right information, at the right time, in the right place in the purchase journey.

In this way, the Mobile Engagement solution improves the customer experience by sending personalized content as they visit a store, connecting with shoppers by sending them mobile alerts and proximity marketing. The offline and online worlds shake hands and allow businesses to deliver relevant store information to customer mobiles, to guide them around the store and to support them at home through the app, alerts and discount coupons. As a result, consumers enjoy multiple ways to interact with brands and experience a unified online and offline journey.

Guiomar Fernandez