![Push for retail apps](https://americanmarketer.com/wp-content/uploads/2016/12/Leanplum-.jpg)
One of the top priorities for retailers this year will be identifying customers and delivering unique, personalized experiences based on that identification, according to a new report from Boston Retail Partners. BRP's "The Mobile World of Retail" report stresses the importance of how the retail experience needs to be unique and personalized for each consumer, and how mobile devices can help. Offering personalized experiences is something that will especially benefit luxury brands who rely on offering their customers an experience suited specifically to them beyond a standard retail trip.
“Luxury retailers have been much more aggressive than other retailers in enabling their store level teams with mobile devices for engaging the customer,” said Perry Kramer, vice president and practice lead for BRP, Boston. “Some savvy luxury retailers have even supplied each store associate with their own mobile device.
"For the most part, these devices are focused on giving the sales associate the ability to e-mail the customer, (before and after the sale), schedule appointments, inform the customer of new products and, most importantly, providing access to real-time inventory so that they can stay at the customer’s side when they check on something or see if the product is in the backroom. This is the high-end experience that consumers are expecting.”
Mobile retail It’s no secret that mobile devices have had a profound impact not just on the retail world but on every aspect of our lives. Consumers are now connected to the Internet at all times, meaning that there are more opportunities for brands to reach them and to identify them. Discerning exactly how to use mobile to do so was the goal of BRP’s latest report, which surveyed retailers to find out what their priorities were for the future of mobile retail. Seventy percent of respondents said that the identification of customers and personalization of the retail experience for customers is their biggest priority.![](https://americanmarketer.com/wp-content/uploads/2017/04/Screen-Shot-2017-04-28-at-12.39.05-PM.png)
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“The key to making mobile a larger part of the luxury retail brand experience is dependent on three important imperatives: quality data, visibility and training,” Mr. Kramer said. “Access to quality data that is relevant and actionable is especially relevant in luxury retail.
"With access to data on what is in your consumer’s closet and their preferences enable sales associates to personalize the customer experience and influence purchase decisions. Visibility to enterprise inventory in real-time enables sales associates to sell items that aren’t in the store but are available in other stores or warehouses.
"Training store associates on how to use mobile tools and monitoring and reacting to usage is critical, however, many retailers fail to invest in training which results in lower adoption by sales associates. Lack of proper training can also result in poor customer experiences which will disappoint customers and negatively impact sales.”