Retail Mobility: A new gateway to the small retailers for driving to morrow's retail experience to increase loyalty of customers

Business environments are changing dramatically with the increasing explosion of consumerism. Consumer behaviour is changing, people becoming smarter and wiser day by day and people don't have time due to busy work life. In such situations technology helps people with wise information on their fingertips. This leads marketers to develop a business structure in such a manner that more and more customers encounter with their business and get attracted with the help of information flow from marketers to the consumers. Mobility solution refers to the online services that are made available to the users through mobiles. Mobility solution technology has not only traversed geographical boundaries but has also accessed various domains. Marketers can provide various services to their customers by making use of mobile technology that is mobile devices like smart phones and tablets. Customers today, want instant and on-hand access to products and services; and they want nothing less than the complete experience in anything they do. Unfortunately, many organizations are not equipped with resources to handle these expectations.

Retailing is one of the major sectors impacting on economy. In retail sector there is cut throat competition due to increasing share of organized retailers and retailer's are constantly trying to interact and build relationship with customers either in their stores or on the websites or on mobile devices or on social networks through their retail marketing. Reversely consumers also want to interact with retailers through social media sites, third party selling and promotional applications. Mobility retailing can be categorized in three functional areas like Retail Marketing, Retail Commerce, and Retail Operations. Each of the categories comprises of applications supporting multiple needs of that specific area.

This research is focusing on existing applications of retail mobility solutions, importance of retail mobility solutions to satisfy customers and increase loyalty of customers, leading retail mobility solution providing companies and their mobility solution. Data related to customers preferences was analysed with the help of Chi square test to understand relationship between some situations and change in customers preference.

As this is the first research paper on retail mobility solutions, researcher has discover new vicinity like retail mobility solutions for small and unorganised retailers with less applications so affordable to them and to gain competitive advantage. These applications are proposed to the mobility solution provider companies to develop such mobility solutions or modify existing mobility solutions for small and unorganized retailers.