The 6 essential functions of a successful InStore mobile application

Not a discussion with a digital signboard manager without the question of the mobile and its positioning in the act of sale arises,. Mobile sales are up sharply and represent almost half of online sales, although the average shopping cart remains 20% below the classic PC. No one disputes the importance of selling on mobile, but focusing solely on this subject is a lure: the mobile app must bring traffic to the store as the store must bring traffic to the mobile app. The one does not go without the other, it is a bijective relationship that must allow to better sell on both channels. The technologies of interaction between the "physical" and the "digital" constantly open up new horizons. This trend is prefigured by the new Lenovo Phab 2 pro smartphone, the first smartphone to support Google's augmented reality TANGO technology ( Thanks to these new sensors, it can measure distances, model spaces and integrate virtual objects. Also, we have listed the 6 functions that we consider essential for a chain store that wants to have a mobile application that carton! You are free to decline these functions for your own use cases, your products and your context.
1 / - The Push

In the shop, it is possible to define push notifications (ie messages that appear automatically on the mobile) in a contextual or even localized way. Of course, these notifications have to be "desired", that is to say that it is necessary to leave to the user the possibility of deciding the information that interests him and of which he wishes to be prevented. Many scenarios can then be declined. For example, the list of new items since the last visit, the best deals of the moment, a questionnaire of satisfaction on leaving the store, the allocation of loyalty points on each visit ... But the push can also be sent to the seller rather than visitor. For example, for the click'n'collect, the seller can be notified of the arrival of his customer in store in order to go to pick up his parcel in reserve without having to wait. Tape-A-l'Oeil is experimenting with a shop-based push notifications solution based on Ultra-Sounds in Stores (STIMSHOP) that let the mobile know where it is. The mobile then polls a software platform that serves the appropriate content according to its profile and purchase history.
2 / - Indoor Geolocation

In general, it is a matter of using a technology allowing the mobile to know where it is in the store. Many technologies are more or less accomplished and precise, such as beacon, ultrasounds, wi-fi, magnetism, 3G ... The use of these technologies makes it possible to bring new services among which the now classic Store Locator that guides to the store, the ability to guide to a sought after product or to trace the best paths in the store. These technologies can be integrated with electronic labels that blink to indicate the location of a product. The company can also enrich its customer knowledge by using geolocation data to analyze (anonymously, of course) the routes of customers. METRO has set up an Indoor geolocation solution in a Parisian store allowing a mobile application to guide the customer to the right product or to notify him / her of the approach of an attractive offer. The solution is based on the infrastructure of the Finnish startup Quuppa and Bluetooth 4.0 tags placed on trolleys.

3 / - The social bond

It is rare for the decision of a major purchase to be made without seeking advice from a third party, whether online or in the shop. While reviews have become an essential part of buying online, they are still absent from the store ... The mobile can help to know more about a product. By scanning the bar code of a product, the mobile application can give buyers the latest opinions, indicate additional products that customers have acquired at the same time as the product, display product ratings or access a chatbot or a messaging service to request advice in real time.
4 / - Payment

This is probably the most "disruptive" subject for the store and the use of mobile phones, but it is also the slowest to set up, mainly because of the complexity of the systems used to collect the signs, their sensitivity to the " business "and their" adherence "to the information system. It is obvious that it is simpler for a pure player on the web to equip its new shops with mobile payment than for a network of hundreds of signs that has a system of collection set up in the 90s However, it is possible to advance step by step in this project, for example by first bringing the system of collection on shelves or smartphones for the sellers before going to the payment without contact with the mobile or the self scanning of its races. One of the best known use cases is Starbucks, which allows customers to order and pay for their coffee before entering the store.

5 / - Contextual information

This is probably one of the most important topics for the customer: to have information about the products he buys. We are so fed up with information all day long that we do not understand why, in store, it is impossible to know the composition of a product, all available colors or conditions of use. The mobile application allows a scan of the label, a barcode, a QR Code, an NFC code ... to display rich contents such as video, photos in situation or all the technical characteristics . It is also possible to create comparators of several products or even a quote for more complex products (a kitchen, a pair of glasses ...). While the implementation of this feature requires the management of important content, it can be reused to enhance other media such as the web or digital devices in the store.