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Social and Mobile Strategies in Retail: Technologies and Usage Cases - Targeting shoppers with innovative and interactive solutions

Social and Mobile Strategies in Retail: Technologies and Usage Cases - Targeting shoppers with innovative and interactive solutions

Summary

Social and Mobile Strategies in Retail: Technologies and Usage Cases, report discusses various social media and mobile technologies, as well as usage cases, and provides advice for ICT vendors and retailers. Retailers' different social and mobile strategies are discussed, and the related challenges and opportunities evaluated.

Retailers are increasingly interacting with customers through social networks and mobile devices in order to provide a superior experience and collect valuable data. Choosing the right platforms, systems and apps can be challenging, and may depend on shoppers’ preferences, systems integration and data collection capabilities.

Scope

  • Retailers need to set clear goals for social and mobile strategies instead of jumping on the bandwagon.
  • These may include increasing customer loyalty, promoting certain products or changing brand perception. Vendors’ security capabilities are crucial since major breaches can ruin retailers’ reputations.
  • While some solutions feature sufficient built-in security, others require integration with standalone security packages.
  • The need for mobile hardware and apps varies as not every retailer benefits in the same way from in-store tablets, smart shopping carts, kiosks, and advisor tools.
  • These need to fit the overall business and marketing strategy and have to be relevant to the core customer base.
Reasons to buy
  • Gain a deeper insight into retailers' social and mobile strategies.
  • Understand how retailers' IT environments require specific security measures considering data flows, IoT devices and store setups.
  • Useful advice is provided for ICT vendors as we.


1 Introduction 3
2 Retailers’ challenges 5
2.1 Business challenges 5
2.2 Social media challenges 6
2.3 Mobile strategy challenges 8
3 Social Media Opportunities 9
3.1 Integrating social media into omnichannel strategies 9
3.2 Focusing on complaints and turning them into positives 9
3.3 Using artificial intelligence (AI) for social and mobile 10
3.4 Social media management software (SMMS) and analytics 11
4 Mobile Opportunities 12
4.1 Mobile sites and apps 12
4.2 Mobile data collection and analytics 13
4.3 In-store mobile devices and kiosks 13
5 Choosing the right social and mobile solutions 15
5.1 Social media platforms 16
5.2 Advantages and shortcomings of major global social networks 17
5.3 Major national and regional social networks 19
5.4 Blogging and messaging tools 20
6 Vendors and Technologies 22
6.1 Innovation drivers 22
6.2 Regional differences 22
6.3 Related technologies 23
6.4 Social media analytics vendors 23
6.5 Social media apps and tools vendors 25
7 Retailer Usage Cases 27
7.1 Walmart’s social media analytics approach 27
7.2 Chico’s gains insight into customers’ perception through social media 27
7.3 Nordstrom enables social buying through link in Instagram feed 27
7.4 Argos 28
7.5 ASOS 28
7.6 The Entertainer 29
7.7 Marc Jacobs uses a like-to-purchase approach on Instagram 29
7.8 Desigual lets customers share their style with hashtags 29
8 Advice for ICT Vendors and Retailers 30
8.1 Advice for ICT vendors 30
8.2 Advice for retailers 31
9 Appendix 32
9.1 Definitions 32
9.2 Further reading 33
9.3 Contact the author 33
9.4 Contact Us 34
List of Tables
Table 1: Global social network landscape 18
Table 2: Major national social networks in China and Russia 19
Table 3: Major regional and national social networks in Japan, Latin America and South Korea 20
Table 4: Related technologies 23
List of Figures
Figure 1: Retailers’ social media challenges 6
Figure 2: Retailers’ social media platform considerations 16

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