Unlocking the Mobile Secrets to Holiday Retail Success

In today’s episode, Tom Butta sits down with Sienne Veit, an esteemed executive in the retail space, to discuss the power of mobile apps in unlocking retail success during the holiday season. Veit emphasizes how mobile apps have become the key to empowering retailers by bridging the gap between the digital and physical worlds. By joining and knowing the customer, retailers can leverage apps to provide personalized experiences, enabling customers to plan purchases, access product information and enhance their in-store journey.

Veit draws on her extensive experience working with renowned retailers like Marks & Spencer, John Lewis, and Kingfisher to highlight the impact of well-designed mobile experiences. She stresses the importance of understanding the unique capabilities and usability of mobile devices, ensuring that the app serves a purpose in the customer’s journey. In the early days, many retailers overlooked the distinct nature of mobile and tried to duplicate the desktop experience, failing to cater to the on-the-go, time-sensitive context in which customers use their mobile devices.

The interview delves further into the challenges and opportunities retailers face in operationalizing the connection between physical stores and mobile apps. Veit emphasizes the invaluable role that mobile apps play in the end-to-end customer journey, from planning purchases and checking store stock to click-and-collect services and personalized interactions with in-store staff. By understanding the key priorities for each channel, owning the customer experience, and designing for the specific context of mobile usage, retailers can maximize the value they offer to their customers and build long-lasting relationships.