John Stelzer, Sterling's Director of Retail Industry Marketing, presented a compelling argument on gearing up to support mCommerce:
- Mobility is undeniably the next major Retail Channel
- Retailers want to increase sales via this new channel
- Consumers want increased convenience from the mobile channel
- Retailers must offer consumer convenience to incent consumer adoption and use of retailer-specific mobile apps/sites
- Applying mobile capabilities (whether in the hands of store assocs. and/or consumers) to recover from or avoid stock-outs provides the highly promising potential to boost sales while increasing consumer convenience and satisfaction
- Any retailer mCommerce offering must successfully address consumer awareness, adoption, and ease of use in order to be successful
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