As a brick-and-mortar retailer, you have the advantage of connecting with customers in person, and putting a face on your brand can go a long way when it comes to forging strong relationships. Being local to those people is crucial to driving traffic towards your store. If you can influence them as they are moving throughout the day, and while they are near your location, you have a terrific opportunity to drive sales.

You have to make sure your shop is mobile friendly that goes beyond the basics like in-store WiFi access. If you’re ignoring your store’s mobile presence and spending little time maximizing the use of this technology, you’re foregoing some major sales opportunities.

 Here are a few things to do to maximize your mobile sales potential:

 

1. Create a mobile-friendly website

First and foremost, ensure that your store’s website is accessible and responsive on mobile devices. 

Ensure your ecommerce site uses a responsive design that detects the type of mobile device (tablet, smartphone, etc.) used to access it. This way, your site’s layout will automatically adjust according to the device. If you’re relying on an ecommerce platform, ensure that the theme is responsive. 

Furthermore, put your site’s search function front and center, particularly on your mobile site. As one of the most popular mobile browser activities, search will also be one of the primary ways your customers will search for and discover your products. Again, ensure your ecommerce site theme includes a strong functionality that’s easy for customers to find on mobile.

 

2. Use location-based media

Retailers can also use location-aware beacon technology that delivers a mobile ad within a specific geographic area. While this type of geotargeting isn’t new, retailers are using the technology to strategically serve up promotions to encourage nearby customers to take advantage of discounted merchandise or special offers.

You can target specific areas, like competing shops or locations outside of your store’s location, to try and drive customers to your location. This helps you to gain market share, both from competitors, but also in the form of new customers who may be several miles away but not know you are there. Local media gives you the ability to specifically target the consumers you want to walk into your shop.

 

3. Use mobile payment technology

Retailers can enable mobile self-checkout with apps that allow consumers to pay on the sales floor using their smartphones. This benefits retailers with long line issues but also creates a dynamic that allows customers to be able to shop on their own terms in a way that is comfortable for them. Many shoppers, particularly millennials, are non-verbal in that they don’t always want to have to engage with store staff. Retailers should also investigate mobile wallet payment options, such as PayPal. It’s becoming more of a baseline requirement for consumers, but yet to be totally embraced by smaller retailers,

 

4. Encourage in-store opt-ins

Provide instant coupons, sweepstakes, concierge services, and other goodies to customers who voluntarily check in when entering the store or when they sign up for promotions. The retailer must offer an exchange of real value. While a free beverage may not be a great fit for your brand, another common option includes discount coupons for customers who opt into e-newsletters in store.

 

5. Offer digital receipts

With the growth in digital wallets and reliance on mobile phones for commerce, digital receipt solutions are becoming increasingly more important. Obviously, digital receipts make a customer’s life easier, but on a more macro level, retailers can use digital receipts to engage with their customers. They can offer coupons and rewards, push relevant information, and even receive real-time customer feedback to make the experience better.