ND1007113

Title: Tablets, Smartphones To Transform Consumers Interactions

Description: A new mobile study finds that by 2015, mobile technology will lead how retailers and restaurants service their customers.

Page Content:

FRANKLIN, Tenn. ? Tablets and smartphones are redefining the retail shopping experience and will be a $5 billion market per year by 2015, according to a research study released Thursday by analyst firm IHL Group. According to ?Mobility: A Gutenberg Moment for Retail, A Threat to POS,? the release of the Apple iPad and Amazon Kindle Fire have created price points and form factors for mobile devices that are finally allowing retailers to arm their associates with tools that will transform the in-store experience.

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?The advent of mobile devices is a Gutenberg moment that is revolutionizing many aspects of the shopping experience,? said Greg Buzek, president of the IHL Group, in a press release. ?A complete transformation of the customer experience will occur at clothing and department stores over the next three years. Store personnel will be able to greet shoppers with their device, access purchase history, help customers accessorize, and even walk around as a personal shopper and check out the consumer ? all from the same device.?

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Another area where consumers will see more tablets is in table-service restaurants. Customers will be able to place their own orders on devices at the table as well as access games and other entertainment, and servers can use these devices as well instead of fixed POS terminals. This will lead to more efficient turnover; restaurants that have deployed mobile devices have seen a 25 percent increase in the number of times they can turn the table, thus serving more customers every shift.

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By 2015, over 2.7 million tablets a year will be shipped for use in North American retail and hospitality, an increase of 450 percent. Specialty retailers will deploy nearly half of all tablets shipped to retail.

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?The desire for the ?Apple Store experience? among retailers is being driven at the CEO level on down, and its momentum is undeniable,? Buzek said. ?For years, retailers have been looking for technology to both provide associates with more data on the products they are offering, and recognize and reward customers as they come through that door. Mobile devices are making this possible.?

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This week at the NACS Show, a workshop focused specifically on this topic.

Content Subject: Technology

Formatted Article Date: October 7, 2011

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