For now, merchants that do not integrate retail apps into their store operations will continue to provide adequate service to the majority of their customers. According to the CFI Group, only 21 percent of shoppers use apps while shopping. This audience skews toward smartphone-owning millennials, and while they are an important demographic, Generation X and baby boomers both remain critical parts of the retail landscape. 

However, the current idea that many smartphone-savvy individuals are millennials may soon become an unsupported perception. The same study also found that only 26 percent of surveyed individuals have been using mobile apps for a year or more. Sixty-three percent were new to smartphone and tablet applications, having only used them for less than a year. 

As app users become more knowledgeable about the technology, retailers may need to shift how they approach mobile device owners. NFC equipment capable of handling mobile wallets at the point of sale may be one way to meet customer expectations. Convenience and a more integrated shopping experience can help retailers adapt to the changing market environment. 

This entry was posted by Retail Pro on Tuesday, September 10th, 2013 at 6:03 am .