Overcoming Showroom Syndrome: Using Mobile to Bring Consumers back into Stores

Presented by

Bill Dudley - Sybase 365, Michael Becker - Mobile Marketing Association, Coleen Carey - Urban Airship

About this talk

Overcoming Showroom Syndrome: Using the Mobile Channel to Bring Consumers back to Traditional Brick and Mortar Retail Showroom Syndrome is when consumers browse products in brick and mortar retail locations and purchase those items online. In the past few years, this "syndrome" has helped lead to the demise of many well-known chains. Retailers not adapting to today’s new marketplace are doomed to repeat many of the same mistakes their out-of-business predecessors made. The mobile channel provides an increasingly powerful set of tools that can bring consumers back into brick and mortar stores. The right mix of products, a continuous engagement cycle, leveraging loyalty, coupons and other tactics will enable enterprises to learn and understand consumer behaviors and in turn shape consumer experiences. This will require a multi-channel, multi-faceted mobile strategy that will promote consumers to purchase products in brick and mortar locations, as opposed to purchasing online.

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Sybase 365, a subsidiary of Sybase, Inc. (NYSE: SY), is the global leader in enabling mobile information services for mobile operators, financial institutions and enterprises. We provide our customers with the widest offering in SMS, MMS, GRX, IPX interoperability, end-to-end mobile commerce solutions, innovative mCRM, mobile marketing and content delivery services. Sybase 365 processes more than 1.3 billion messages per day, reaching over 850 operators and 4 billion subscribers around the world. For more information, visit:www.sybase.com/365. Read our blogs: http://blogs.sybase.com