Retailers all over the world have discovered the enormous potential of mobile technology for business expansion. This is because the latest mobile technology helps them expand their market, reach out to a larger clientele and establish deeper relationships with current customers. Much to the delight of the retailer, so much more can be accomplished by these mobile devices.

However, retailers need to know their exact requirements before purchasing the available technology, so that they can reap the maximum benefit from it. If they buy the technology and then find ways of adapting it to their business, they may not be able to tap its full potential.


Mobile technology does not come cheap. Besides the initial expense, a considerable amount has to be spent to get the system fully operational. Since it offers a new approach to marketing, the business may require changes at multiple levels that will also mean additional expenses. These can be done in a single attempt or spread over a period of time, and may also involve the hiring of application experts, who will assist in the development of appropriate applications and information to be sent out with the mobile devices for customers shopping in the store. It may be some time before operations run smoothly with the new technology.

With the growing popularity of RFID tags, it may become necessary to invest in RFID technology as well. Additional equipment will have to be put in place for wireless payments without hard copies. Again the staff will have to be trained by professionals in using all the equipment being installed. Unless this is done, it may not be possible to tap the full potential of the mobile technology and make the customer’s shopping experience as informative.

Mobile computers enable retailers to get various types of inputs on customers while they shop and through their comments and feedback taken. Their payment methods reveal their financial details as well. But these need to be protected through some data security measures.

Retailers are able to have real time interaction with their customers, reaching out to them with offers and rebates, presenting them with tempting offers, which if they avail, help retailers to increase their sales. Their shopping style proves to be very informative for the retailer and he can use it to make changes in his presentation or even his product range. He is able to make quick in-store decisions about replenishing stocks, changing prices to move certain goods which customers are not buying, but may pick up if prices are reduced.

This is especially helpful in the case of perishable goods with a limited shelf life. Such decisions may not have been taken spontaneously if mobile technology was not in use, since there are so many other aspects of the business requiring the retailer’s attention.

The biggest advantage of such changes is enhanced customer satisfaction, higher sales, being able to acquire a big list of loyal customers with the personalized shopping experience which may be difficult to match by other retailers. Besides once mobile technology has been incorporated into the system, it is there for good, and can be constantly upgraded with all the innovations that software developers and experts in the field come out with. Newer solutions that appear will only further enhance the business.

Once a mobile strategy has been selected and a substantial investment made to install it, it is sure to yield returns in the medium term and cover all the initial expenses incurred.