White Horse Shares Retail Roadmap for In-Aisle Mobile Experiences

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With U.S. smartphone users approaching the 100 million mark, White Horse is helping retailers to evolve in-aisle mobile experiences with a framework to drive increased sales and enhanced loyalty.

Our first-of-its-kind field research uncovered some simple ways that retailers can make more of mobile pilots, including QR codes.

With U.S. smartphone users approaching the 100 million mark, White Horse is helping retailers to evolve in-aisle mobile experiences with a framework to drive increased sales and enhanced loyalty.

The report, “The Future of In-Aisle Mobile: A Framework for Consumer-Centered Innovation”, outlines opportunities for retailers to surpass competitors with differentiating in-aisle mobile experiences. The research revealed that most retailers are operating in the first, or “Independent,” phase of the four phase evolution where store experiences and mobile experiences that are happening congruently but not in a designed or supported fashion. Despite the lack of integration, 84% of smartphone shopper surveyed are using some form of in-store mobile shopping activity. Among the most popular are price-checking (72%,) accessing product reviews and recommendations searches (67%) and seeking store information like hours or other locations (61%). The report uncovers specific ways for retailers to move to the second phase, “Supported,” by providing competitively differentiating mobile support.

“Our first-of-its-kind field research uncovered some simple ways that retailers can make more of mobile pilots, including QR codes,” said Will Reese, PhD, Director of White Horse’s Digital Futures Group. “The roadmap White Horse offers to create fully evolved in-aisle mobile experiences can’t be found elsewhere.”

Download the summary report for details about how consumers are using smartphones to supplement in-store shopping experiences. The report is based on 13 videotaped shop-alongs trips to premiere retailers including Anne Taylor Loft, Best Buy, Sephora, and Bed, Bath & Beyond, then produced a survey of 390 US-based smartphone users to validate the field research.

About White Horse     
White Horse is a 31-year-old digital marketing agency relentlessly committed to delivering the optimal consumer experience across all digital channels. White Horse services include digital strategy, Web development, digital marketing, technical engineering, social media, mobile, and audio/video production. View the White Horse portfolio.

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Ami Martin
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