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Mobile commerce to drive retail innovation in 2016

Anuradha Shukla | Feb. 22, 2016
Predictions from Manhattan Associates.

The pervasiveness of mobile commerce will present some of the biggest challenges that will impact retailers' strategies during 2016, according to latest predictions from Manhattan Associates, Inc.

In 2016, retailers will also be impacted by more personalised shopping and rapid migration to customer-centric retailing.

Retailers should make informed choices about what is right for the consumer and what is right for the business.

They should strive to make the shopping experience personal and frictionless, re-define the role of the store assistant and recognise the power of Millennials.

In addition, they should embrace mobile to achieve customer-centric retailing success and deliver faster, and be more flexible with returns.

"Growing consumer demand, expectations for a more personalised shopping experience and increased mobile use will cause retailers to make some fundamental changes in 2016," said Richard Wright, managing director, Southeast Asia at Manhattan Associates. "We have therefore identified five key areas in which retailers can focus attention, to not only achieve customer satisfaction but also to drive business growth and profitability."

Digital personalisation success

Inspired by the digital personalisation success, retailers are now eyeing in-store experience as they recognise the rise in customer expectation and the differentiation personal service can offer.

Retailers are beginning to understand the importance of store assistant to the overall shopping experience and the business.

Predictions from Manhattan Associates also indicate that Millennials or Generation Y treat their mobile phone like an extension of their family and are always looking for an Internet connection.

Mobile has begun to play a more important role in browsing, buying and paying for goods.

Price is the number one attraction for two-thirds (67%) of shoppers across both online and in-store shopping.


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