303 Retail Execs Surveyed by Forbes & RIM: "Retail’s Mobility Imperative"

Sponsored by Research In Motion

August 2, 2011

73% of retailers have some type of mobile shopping channel in place. Half (47%) are looking to capture "first-mover advantage" and a third (34%) are already allocating more than 10% of their marketing budget to mobile.

These are just some of the interesting findings contained in this 20-page report sponsored by the folks at RIM. Actual use cases by American Eagle Outfitters, 7-Eleven, and Target are highlighted.  While there's minimal focus on iPads used in retail settings, the overall take away is worthy of blogging here: Retailers are rushing into the mobile space and its only a matter of time before they shift attention to the larger-format iPad as the much preferred in-store shopping tool.  

Below is their official survey summary. Or download the complete report (891 KB), here:

Summary: Cell phones and smartphones have become constant companions to influential shoppers. To capitalize on mobility’s ubiquity, leading U.S retailers are actively pursuing the mobile channel as a way to enhance customer engagement and loyalty, while giving them “first-mover” advantage over their competitors.

Today, nearly three out of four U.S. retailers have some kind of mobile initiative in place, yet many of them are still in pilot stage. But that will be changing. Retailers are on the cusp of a significant shift that will see them increase spending on developing and executing customer-focused mobile apps
…new solutions that will let them personalize their interactions with mobile customers based on location and context.

Retail’s Mobility Imperative, sponsored by Research In Motion, features results of an exclusive survey of more than 300 executives at top U.S. retailers (multi-location chains with annual revenues of $100 million-plus). The study examines what’s driving retailers’ mobile strategies, where they’re focusing their time and money, and how they plan to measure their performance.

To download a pdf of the study, please click the download link below. If you experience any trouble, please send an email to: insights@forbes.com.

Todd HoffmanComment