August 1, 2012, 10:01 AM

Store Retailing’s End Game

(Page 3 of 3)

At American Eagle Outfitters consumers get more kicks if they visit the dressing room; the retailer knows a consumer who tries on a new pair of jeans is more likely to buy. American Eagle Outfitters and Toys 'R' Us also are using a new shopkick program that links consumers' payment card to shopkick. For example, when a shopkick user pays with that card at Toys 'R' Us, she gets more kicks, and if she spends more than the average customer, she gets extra bonus kicks, which drives greater basket sizes and provides Toys 'R' Us with more data into how mobile consumers shop its stores, says shopkick CEO Cyriac Roeding.

Retailers can use this kind of behavioral information to target consumers according to their interests, even very specific consumer groups. "Retailers used to bypass niche groups because they were too small, but now that it is so hard to increase sales, no group is too small," Corlett says. "The beauty of technology today is that you can reach out to everyone selectively."

With the mobile web bringing price transparency to the front lines of store retailing, and with web retailers likely to win on price alone, store retailers have to evolve and play to their strengths. That means incorporating mobile and web technology into the selling process and cementing themselves as go-to resources for the customers they serve. There's no guarantee it will work, but the alternative is to become showrooms that consumers may still visit, but where the cash register rarely rings.

allison@verticalwebmedia.com

@AEnrightIR

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

Advertisement