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Wireless Solutions to Improve In-Store Sales, Optimize Shopper Engagement and Combat "Showrooming"


October 2013




Single-user License: $ 1,995 USD
Company-wide License: $ 4,995 USD
Team License (Up to 5 Users): $ 2,995 USD


Retail Shopping, Big Box Stores, Showrooming, Mobile Commerce, Mobile Shopping, Social Commerce, Gamification, Consumer Engagement, Shopper Infotainment, Combat Showrooming, Online to Offline, Wireless Shopping Apps, Retail Big Data, Big Box Shopper Engagement, Retail Sales Improvement, Wireless Retail Shopping


The retail industry is speedily evolving with spectacular changes in consumer buying behavior. Retailers need to have new strategies to satisfy their customers and enrich their buying experience. Online shopping is getting popular day by day and it is more popular than ever, but brick-and-mortar stores still dominate and have a larger share of the pie. Retailers are now thinking that they need to make their stores more attractive to shoppers who are completely satisfied shopping online.

Showrooming is the practice of checking out products in a traditional brick and mortar retail store without buying it and then shopping online to get a lower price for the same item. Online stores usually offer lesser prices than their brick and mortar counterparts, because they do not have the same overhead expenses.

This research addresses retail, in-store challenges and concerns including the so called "showrooming" trend. The report evaluates solutions to improve in-store sales, increase shopper loyalty, and overall engagement. These solutions include mobile shopping applications, friend locator and recommended buying, location-based marketing/advertisements, embedded entertainment (also known as "gamification"), social commerce, data intelligence, and more. The report provides retailer strategies and solutions. The report also evaluates the anticipated evolution to the smartphone enabled, socially connected, entertained shopper.

This report is a must-read for anyone involved in retail sales, in-store merchandising, mobile commerce, and smartphone applications.

See Table of Contents for complete list of areas covered.


  • Mobile network operators
  • Mobile commerce companies
  • Wireless handset manufacturers
  • Retail consumer goods companies
  • Application development companies
  • Corporate and Institutional Investors
  • Embedded entertainment companies
  • Mobile marketing/advertising companies

Companies in Report

ABC Carpet, Adobe, Alibaba, Amazon, American Express, Android Headlines, Apple, Appliances Online, Babble, Barnes & Noble, Best Buy, BI Intelligence, Bloomingdale, Bloomingdales, Charmin, Costco, Currys, eBay, Engadget, Epilogue, Fab, Facebook, Forrester, Gilt, Google, Groupon, Habitat, Hewlett Packard, Home Depot, Instagram, Jack Threads, JC Penney, JiWire, John Lewis, LivingSocial, Macy's, Marketforce Inc, Marketoonist, Marks & Spencer, Mckinsey, Microsoft, Moontoast, Nielson, Nike, Nordstrom, Office Depot, Old Spice, One King's Lane, PayPal, PCWorld, Pepsi, Pinterest, Placed, Reebok, Reevoo's, RSR Research, Samsung, ScanLife, Scoutmob, Shazam integration, Staples, Starbucks,,, Taco Bell, Target, Teleflora, Tesco, The New York Times, TNS, Tumblr, TurnTo, Twitter, Vera Wang, Vibes Mobile, Walmart, Yipit, YouTube, ZDnet

Table of Contents

  • Executive Summary
  • Retail Challenges
  • Retail Demand Depends on the Economy
  • Industry Concentration
  • Seasonal Cash Flow
  • Crime-Related Losses
  • Protecting Customer Information
  • Trends Affect Demand
  • High Worker Turnover
  • Changing Buyers Need
  • Showrooming
  • The Rise of High-Tech Shopping
  • Consumers are in Control
  • Comparison Shopping
  • Which Products are Vulnerable to Showrooming?
  • White Goods
  • Gray Area Products
  • Clothes and Accessories
  • Mobile and Showrooming
  • Mobile is Both a Curse and a Cure for Showrooming
  • Where are People Using the Mobiles?
  • Mobile Influence
  • Increase in Showrooming Habits
  • What Should Retailers Do?
  • Embrace, Don’t Fight, Showrooming
  • Offer Unique Products
  • Offer In-Store Reviews
  • Focus on Brand
  • Enable and Empower Showroomers
  • Digitize Your Store and Your Employees
  • Combat Showrooming
  • Boost Loyalty and Sales
  • Personalising the Shopping Experience
  • Analysing Data
  • Figuring out the Potential of Mobile Devices
  • Embracing Social Media
  • Technology vs Showrooming: The Epic Battle
  • Social Commerce
  • Social Commerce Business Models
  • e-Commerce Which Is Social
  • Daily Deals
  • Peer Recommendations
  • Shoppable Photo Apps
  • User-Curated Shopping
  • Participatory Commerce
  • Social Shopping
  • Social Commerce and Online: Amazon and Others
  • The Amazon Prime Effect
  • Amazon Prime: Profile
  • Amazon Prime: Showrooming
  • Social Commerce and Facebook
  • Have Clear ROI Goals
  • Implement and On- and Off- Facebook Strategy
  • Put Facebook Data to Work
  • Use What You’ve Got
  • Have Control and Iterate Frequently
  • Social Commerce and Retail Opportunities
  • Retail Disruptions Keep Coming and Coming
  • Cross-Channel Opportunities
  • The Role of Social Media
  • Social Commerce and Business Iintelligence
  • Engagement Areas of Social Commerce
  • Listening
  • Engagement
  • Transaction
  • Post-Sale Service
  • Example for Social Commerce
  • Mobile Social Commerce Applications
  • Social Integration
  • Check-Ins
  • Reviews
  • Group Buying and Daily Deals
  • Q&A
  • Style Feedback
  • Shopping Feedback
  • Collecting
  • Case Study: Amex Allows Social offers for Merchants
  • Social Commerce Engagement: Mobile Devices
  • In Store Usage of Smartphones
  • Mobile Usage is More Common Among Younger Age Groups
  • Behavour Changes Depending on the Type of Stores
  • Smartphone Shoppers vs Tablet Shoppers
  • Revenue for Retailer Through Mobile Commerce
  • Go Big Data to Deliver Better Customer Experiences
  • Intelligent Targeting: Anytime Anywhere Marketing
  • Create Internal Apps
  • Mobile Checkout
  • Keep Form Filling to Bare Minimum
  • Organise the Checkout into Stages
  • Add Progress Step Links or Back Buttons
  • Utilise Familiar Mobile UI Elements
  • Enable Guest Checkouts
  • Offer Quick Payment Options
  • Remove Distractions
  • Provide Security Reassurances
  • Take Advantage of Geolocation
  • Keep It Lightweight
  • Social Commerce and Big Data
  • Finding the Easy Data
  • Getting at “Hidden Data”
  • Mining “Big Data”
  • Data Intelligence and Social Commerce
  • Distribution Channels
  • Competitive Success and Failures
  • Product Design and Promotion
  • Mobile Social Local (MOSOLO) and Online to Offline
  • The Set-Up: The Pre-Buy
  • The Move: In Transit
  • The Push: On Location
  • The Play: Selection Process
  • The Wrap: Point of Purchase
  • The Takeaway: Post-Purchase
  • Mobile Retail Opportunity
  • Mobile Commerce: Driving Sales
  • Mobile Research: Driving Footfall
  • Mobile Commerce: Big Deal
  • How to Engage with Mobile Users?
  • Strategies for Retailers
  • Big Box Strategies to Defeat Offline to Online
  • How Does One Start?
  • Big Box Strategies with Manufacturers
  • How Small Retailers Can Get Their Products into a Big Box Retailer
  • Have a Solid Track Record
  • Have a Unique Product
  • Have a Product Line
  • Capable to Meet the Retailer’s Needs
  • Ready To Do What it Takes
  • Getting a Meeting with a Big Box Buyer
  • Leverage Mobile
  • Mobile Coupons: In-Store Shopping
  • QR Codes
  • Leverage Online to In-Store
  • Leverage your eCommerce Site to Drive In-Store Sales
  • Ways to Use the Web to Store Approach
  • Leverage Your Offline Consumer Experiences Online
  • Embrace The Outcome
  • How Retailers Can Leverage Social Media
  • Facebook
  • Twitter
  • Tumblr
  • Instagram and Pinterest
  • Driving Value of Social Media
  • Case Study
  • Solution for Retailers
  • Wireless Solutions
  • Gamification
  • Make It Fun
  • Enhance the Experience
  • Beyond Selling
  • NFC (Near Field Communication)
  • Value Proposition for Mobile NFC in Retail for Shopper
  • Data Analytics
  • Delivering Experiences Tailored to Individual Shoppers
  • Guiding Shoppers to Discover Associated Products
  • Tracking and Analysing Shopper Behaviour Across Visits
  • The Smartphone Informed, Social Entertained Shopper
  • Mobile Social Search: Commerce, Friend Locator, Happenings and Events and Interests
  • Market Outlook
  • Conclusion and Recommendation

List of Figures

  • Figure 1: Retail Industry Is About To Change
  • Figure 2: Showrooming
  • Figure 3: Showrooming Compete
  • Figure 4: Venues Where People Use Mobile
  • Figure 5: Mobile Retail Category by Platform
  • Figure 6: Showrooming Habits
  • Figure 7: Social Commerce
  • Figure 8: Estimated Social Commerce Revenues
  • Figure 9: Retailers Rise Index
  • Figure 10: Social Commerce Revenue
  • Figure 11: Social Commerce and Brands
  • Figure 12: Social Commerce - New Environment
  • Figure 13: Web Sales Prediction
  • Figure 14: Business Intelligence and Retailers
  • Figure 15: Mobile eCommerce Spend
  • Figure 16: Increasing Mobile Usage for Social Media
  • Figure 17: In-Store Usage of Smartphone
  • Figure 18: Mobile Activity by Location
  • Figure 19: Smartphone Activity by Store Type
  • Figure 20: Tablet Shoppers - Bargains or Rich Product Images
  • Figure 21:Smartphone Shoppers - Bargain Hunters
  • Figure 22: Visualize Check Out Process
  • Figure 23: Mobile Checkout
  • Figure 24: Bigger Data for Bigger Profits
  • Figure 25: Mobile Shopping Lifecycle
  • Figure 26: Social Media Strategy for Online-Retailers
  • Figure 27: Social Media
  • Figure 28: Facebook Insights
  • Figure 29: Twitter
  • Figure 30: Pinterest in Retailers' Email
  • Figure 31: Enterprise Gamification
  • Figure 32: Gamification in Education
  • Figure 33: NFC
  • Figure 34: NFC In-Store Experience
  • Figure 35: NFC Personal Advertising
  • Figure 36: Customised Offers
  • Figure 37: Smart Shopper