2 © 2012, Endeavour Software Technologies
This change in shopping behavior has made brick and mortar retailers look at innovative ideas, toolsfor engaging customers. In such a scenario, smartphones and particularly mobile applicationsprovide a great platform to retailers to connect their customers and engage them by providing apersonalized shopping experience and building customer loyalty. Retailers have a critical need toadvance their systems and look at more intelligent technologies to provide consumers aninteractive shopping experience at store and while on the move. Additionally, rapidly changingmobility landscape, evolution and adoption of mobile devices, and application marketplaces, isforcing retail CIOs to strategically consider mobility as part of their overall IT strategy.The traditional shopping experience is changing; and the change is likely to be happen even fasterand more dramatic than the initial wave of mobile phone adoption that today means over 4 billionpeople use a mobile phone.
Challenges to be addressed
Some of the challenges that retailers face today are
Use open standards and make it possible to build a standard API thatdevelopers can use to build interoperable, scalable and cost-effective applications.
The mobile initiatives must have wider acceptability acrossmultiple and popular mobile platforms.
Rich Consumer Experience.
Build richer, more enjoyable, more efficient and morerelevant and personalized shopping experience.
Leverage social aspects of buying behavior to make shoppingrecommendations.
Change in Retail Environment
Changes required in existing retail environments tocater to the above requirements.
Case Study – Tesco Mobility
Tesco is focusing on technology improvements as a key driver for growth in the UK andoverseas. Mobility is one of the key components in Tesco’s overall IT strategy. According toTesco’s CIO Mr. Mike McNamara, the rise in use of mobile devices - particularly smartphonesand tablets - has prompted a pronounced shift in how Tesco sells its products online and alsoat its stores, so becoming a multichannel retailer is another key goal for Tesco.As part of mobility initiatives, since 2010, Tesco has launched mobile website and number ofmobile applications including grocery application, Tesco finder application, Tesco Bankapplications, Clubcard application. Tesco is looking at mobility in a big way to provide a totalprice transparency to consumers by providing them access to product information, prices,social reviews with the use of kiosks, smartphones to help customers shop in-store, online oron the move. Tesco mobile applications are platform agnostic e.g. supported on multiplemobile platforms.Another key pillar of Tesco's IT strategy is the access to a vast skills pool at Tesco HindustanService Centre (HSC), a Bangalore-based captive facility that provides IT, back-office and