So how do you make this happen? Most retailers struggle to align systems that might not have been originally designed to work together, like inventory tracking and mobile marketing applications. The good news is that many retailers have still been successful in mobile despite these challenges. They all share the same three characteristics.
First, they start simple. They look at their current mobile architecture and see what they can easily implement–like enabling mobile payments. They use these attainable measures to introduce retailer value, context and simplicity to shoppers’ mobile behaviors.
Second, they partner up. This can include working with existing technologies they’re already connected to as well as seeking outside assistance in planning and road-mapping their mobile executions.
Finally, they create a continual feedback loop with their consumers. Mobile doesn’t have to be perfect out of the gate. In fact, many of your best consumers would likely be delighted to participate in limited pilots to help you test and refine your system.