How Mobile Can Improve the Holiday Shopping Experience

Mobile Retail Experience

With only a few weeks left until the holiday shopping season officially kicks off, one thing is certain: mobile will continue to play an important role in the customers’ shopping experience.

By now, many retailers understand how a stellar mobile strategy can significantly improve customer satisfaction and this year will be no different. Over the past few years, retailers have included mobile features such as price comparison tools and product catalogs that support the customer’s in-store shopping experience.

This year, we expect to see mobile move away from being just a support tool to becoming the most important gateway to the retail brand, improving the in-store experience and simplifying how customers purchase products. For example, Target recently announced they will be adding QR codes in store for the season’s 20 most popular toys. With this feature incorporated into Target’s mobile app, shoppers will be able to buy toys and ship them anywhere in the US, all from their phones.

The beauty in Target’s new mobile capabilities is its focus on what is important for their customers and making the in-store shopping experience much easier. Instead of having their customers abandon the purchase, Target’s mobile app enables customer self-service, gives customers immediate visibility into inventory and allows the customer to drive the entire experience based on their preferences and needs.

Target is not the only retailer thinking about how mobile will play a vital role in this year’s holiday shopping season. As all retailers prepare over the next few weeks, below are three ideas for how mobile features can help improve the holiday shopping experience:

  1. Interactive tools – Providing interactive capabilities such as voice-activated apps can increase customer engagement and better personalize communication
  2. Location-based features – By offering mobile check-ins or local deals, location-based features enable retailers to customize the customer experience
  3. Scanning capabilities – Scanning QR codes or individual products can give customers real-time insight on product availability and help connect multiple channels on one screen

Each of these features alone, or used together, can help retailers create a well-designed mobile application. As we have discussed here before, the challenge for retailers will be offering mobile features that put the customer experience first in every single instance and exceed customer needs. Ideally, any mobile application created by retailers this holiday shopping season should feel like a natural extension of the company’s brand, enable the customer to be in complete control and create a personalized customer experience.

What mobile features have helped improve your customers’ experience in the past? Interested to hear your thoughts!


About the Author: Lisa P. Bonanno serves as the Director of Corporate Marketing. As a marketing veteran, Lisa sets the vision and direction of Angel's marketing strategy to build brand equity and drive revenue growth. Prior to joining Angel, Lisa led the high-profile B2C Signature Program, Help the Homeless, at Fannie Mae and grew it year over year under her leadership. She holds a Bachelors of Science Business Administration degree in marketing from American University and a MBA from Marymount University.

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