Retail of Brick-And-Mortar

Junior (College 3rd year) ・E-commerce ・APA ・2 Sources

The shopping landscape has changed significantly. Shopping experiences that have been digitally blended into people's lives through mobile phones are now preferred and accepted by consumers. A company must heavily incorporate technology into its operations if it wants to effectively compete and secure a share of the lucrative retail market, especially when it comes to the now-ubiquitous cellphones.
Smartphones can be utilized in a variety of ways to increase customer appeal for businesses and so fend off competition. Applications that provide location-based information, for instance, might be very beneficial to businesses. Research has shown that seventy-four percent of people who use smartphones in the United States used these apps to find their way to businesses that offer the services they need. Businesses can also utilize smartphone based technology to have their markets expanded and get new clients (Cliquet, Picot-Coupey, Huré & Gahinet, 2014). Platforms of social media such as Facebook, Instagram, and Twitter that are easily accessed by the target market through their smartphones can be used. In addition to this, businesses can use smartphone enhanced technology to their advantage by making it easy for their customers to get information on offers and discounts. Utilizing these strategies will enable them to stay relevant and compete with others providing the same products and/or services.

Do you think smartphone-enhanced shopping will transform brick-and-mortar retail?

Yes, it definitely will. Brick-and-mortar retail stores should not view smartphone enhanced shopping as a threat; the technology can be used to transform the shopping experience in these stores, and ultimately result in impressive profits. For instance, having free Wi-Fi as a strategy to attract more customers results in more sales. Customers of today will leave a store if they are not able to still use their phones while shopping. Additionally, consumers who are provided with exceptional services will always come back; brick-and-mortar stores can create smartphone applications specifically tailored for their store (Ainsworth & Foster, 2017). These apps enable shoppers to get a lot of information on products, such as reviews by other customers, offers, and suggestions on what they should consider buying. This will obviously lead to more sales. Also, mobile coupons offered to customers when in the store will make shoppers fall in love with the store and come back again and again. Moreover, smartphone applications such as games that offer customers points that can be redeemed at the brick-and-mortar store can make it a fun experience, guaranteeing more sales. As discussed, shopping that has been smartphone enhanced will definitely help brick-and-mortar retail stores make their businesses better and more profitable.

Describe from a biblical worldview how businesses can serve their consumers online as well as in physical brick-and-mortar location.

From a biblical worldview, certain values have to be upheld both in the online business as well as in the brick-and-mortar location. To start with, integrity should define the business. Decisions made in the business should reflect honesty, truth, and righteousness. Businesses should also be focused towards providing excellent services, as that is what they ought to do; do the best they can. Additionally, the businesses should be fully committed to their customers; both online and in physical stores. These include being available to attend to the needs of customers such as product replacement and compensation. To conclude, businesses should uphold values that ensure integrity and customer satisfaction is at its best.


Ainsworth, J., & Foster, J. (2017). Comfort in brick and mortar shopping experiences: Examining antecedents and consequences of comfortable retail experiences. Journal Of Retailing And Consumer Services, 35, 27-35.

Cliquet, G., Picot-Coupey, K., Huré, E., & Gahinet, M. (2014). Shopping with a Smartphone: A French-Japanese Perspective. Marketing ZFP, 36(2), 96-106.

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