The pace of life has significantly increased with the introduction of modern technologies. The functionality of smartphones grew immensely, which influenced almost every sphere of trade, including traditional brick-and-mortar retail. Since the majority of customers use their mobile phones frequently, many shops try to suit their needs in the format to which they lately grew accustomed.
As the on-the-go shopping model, as well as on-line one, gain popularity, conventional stores develop towards service quickening and personalization. Retailers implement a variety of technological solutions ranging from fully mobile and cashier-less stores to modest push notifications and smartphone apps.
Many of these innovations let brick-and-mortar stores gain popularity, increase sales, customer flow, provide wide analytic opportunities, and attract new customers. On the other hand, incorporating the use of mobile technologies, according to the experts, should be assessed as per the compatibility with the brand. Despite the fact that many modern retail stores profit from implementing mobile advancements in some form, they can also harm the brand.
With all their attractiveness in terms of personalization and time saving, mobile technologies may undermine the unique shopping experience and person-to-person communication in which many brands take pride. Therefore, retail store owners should exercise caution about blindly following the current technology trends and should carefully plan the integration of innovative decisions.
Nonetheless, there are also small-scale improvements that could address the issue of usability, improve the shopping experience and retain the spirit of conventional shopping such as mobile apps or wireless payments. Thus, mobile technologies have become a part of our life, and brick-and-mortar can only accept them and adapt by choosing the options that best suit their brand.