At least 81% of merchants will soon be using unified commerce platforms by the end of 2020. According to a survey done by Boston Retail Partners, the merchants’ move is essential to support commerce across an omnichannel environment.
The recent survey entitled “2018 POS/Customer Engagement Benchmarking Survey” evaluated how retailers are managing to meet consumers’ increasing demands, wrote Retail Dive.
Based on the survey, the three factors that merchants need to consider are the personalization of the customer experience (62%), alignment of customer experience across the Web and mobile apps (54%) and utilizing mobile tools to assist associates (51%).
“Customers appreciate personalized offers and recommendations when shopping online or via mobile, and now they expect the same personalization, or better when they shop in a store… As customer expectations have been reshaped by the digital retail experience, successful retailers have shifted their focus to the physical store environment,” Perry Kramer, BRP, Senior Vice President and Practice Lead.
Retailers are now reshaping technology by reducing the use of mobile websites to identify customers in their stores. Currently, mobile website usage declined by 28% from 40% in 2017 and increasing the Media Access Control (MAC) addresses unique usage by 26%. There was also a rise in Bluetooth (16%) and beacons (19%) usage.
A quarter of smartphone users will soon pay via mobile in 2018
According to eMarketer, more than a quarter of smartphone users around the world will use their mobile devices to transact at any physical point of sale (POS). The figure will soon reach 39.8% by 2021, which will cover at least 1.12 billion people around the world.
An average of at least 13.2% of the global population will be proximity mobile payment users by the end of 2018. eMarketer expects the population of users to grow by 17.2%. China is the topmost proximity payment users around the world, with at least 61% of mobile payment users coming from the country alone.
The rising retailer acceptance is the main driver of proximity mobile payment users’ growth. Another factor is the continuous expansion of Android Pay, Apply Pay, Samsung Pay– and China’s AliPay and WeChat Pay, which continues to grow throughout Asia-Pacific.
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