Engaging Shoppers With In-store WiFi

By Mike Frane, EarthLink Business Director of Product Management

By the time many retailers started talking seriously about mobility, the “mobile invasion” had already occurred – and it’s quickly reshaping how consumers shop. Forward-thinking retailers moved fast to leverage this trend for greater customer engagement.  For those who haven’t fully embraced mobile, now is the time to get in the game. More than half of U.S. consumers own smartphones, and those who don’t are adopting them at a steady pace. According to a recent Google Shopper Marketing Council survey, 84 percent of those consumers use their smartphones to enhance shopping while they are physically in stores. The same survey also found that this trend doesn’t just apply to millennials in coffee shops - it spans age groups and retail categories, with over 80% using smartphones when shopping for appliances, groceries, baby care products, electronics, household care products, health and  beauty aids and apparel.

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