Guest Blogger

This byline will cover five key pieces of advice for retailers, brands and restaurants for enhancing the customer experience by harnessing mobile. The piece draws on new research which reveals how shoppers and diners currently use their mobiles in shops and restaurants and how brands can respond.

  1. All play and no work – Results revealed that whilst consumers are frequently using their smartphone whilst shopping and at the restaurant table, they are hardly ever engaging with the business. This is despite the fact consumers express interest in more mobile-enablement from stores. How can restaurants and retailers tap into this channel when consumers are on site, to enhance customer interaction with the business itself?
  2. Bridge the divide – While an omnichannel strategy is a key focus for most retailers, our research showed that it was still common for consumers to experience discrepancies between channels when engaging with a store. How can retailers prevent inconsistencies in their omnichannel approach?
  3. The rise of the casual diner – The research identified a new ‘casual dining’ scene where younger consumers eat out more regularly, use their smartphones often at the table, and want to be offered more mobile enablement in their customer experience. How can restaurants can keep up with this new environment?
  4. Be region-savvy – How can brands adjust strategy according to location?
  5. Be where they’re going – Consumer attitudes demonstrate a desire for mobile enablement, particularly in the millennial generation. These younger consumers are of crucial importance to businesses: if 16–24 year-olds are doing this now, this is what the rest of the market will be doing in the future

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