News Byte: Retailers Talk Digital, but Fail to Invest in It

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Just 25% of retailers use mobile payment.
Just 25% of retailers use mobile payment.

Two-thirds of retailers pledge that they want to provide the best possible experience for customers, yet only a quarter of them use mobile point-of-sale systems and just 18% say they are integrating social and mobile channels into their marketing efforts.

While the brick-and-mortar set talk the digital talk, few walk the walk, contends a survey of 100 retail executives released today by Infogroup Targeting Solutions (ITS).

“The adoption of mobile POS is a great way to capture valuable customer information, but our survey revealed that retailers struggle with using the data that they already have,” says ITS President Don Patrick, who notes that more than half intend to install such systems by 2018.

Fewer than half of those surveyed (47%) said they currently make effective use of the data they have on hand, and it's little wonder. Only 11% said they employed analytics and a paltry 8% said they were integrating new data into their marketing systems.

While trend-setting retailers such as Target are installing Wi-Fi to bring digital transparency—as well as targeted offers—to customers, 40% of retailers surveyed said they have no plans to follow suit.

“Some retailers require the bandwidth provided by free Wi-Fi because they're developing sophisticated personalization strategies,” says Michael Penney, managing director of agency services for Infogroup. “Others either don't have a marketing need right now or think that Wi-Fi will become unnecessary as cellular networks advance.”

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