3 retailers who are getting mobile right
Retailers embracing mobile technology, whether apps, mobile websites or tablets, are ahead of their competitors, said retail experts during Tuesday's mobile technology session at the Retail Customer Experience Executive Summit in Chicago. Representatives from Redbox Automated Retail, Coldwell Banker Real Estate, and mortgage lender Guaranteed Rate shared their successes with the technology.
Redbox: Simplicity was key to a high rate of consumer adoption, said Nathan Beck of Redbox, speaking about the Redbox app that's been downloaded 15 million times since its launch in 2009. Consumers can use the app to do anything they can do on their computer — watch trailers, check on new releases, reserve movies and pay rental fees, or find their nearest Redbox location.
"We're all about simplicity," Beck said. "The end goal is that it's so easy that even a consumer sitting in front of his PC at home will choose the mobile site over the computer. Just pick up the phone and get it done."
Coldwell Banker Real Estate: Regional vice president of marketing, Stephanie Lauer, said that "personalization" is the buzzword surrounding the mobile experience for the real estate company, which boasts 120 offices and 8,500 agents. Coldwell Banker's iPad app, which is getting 15,000 new users per month, pulls property and agent videos into a real estate search by city or county, and also features a neighborhood ratings system powered by Yelp!
"Of all the multiple platforms we have, the visit to lead conversion is highest on the iPad," Lauer said.
Guaranteed Rate: The mortgage loan company does most of its business online or at one of its 126 retail locations in 47 states. Its end goal, however, is eventually to allow customers to apply for and obtain loans using Guaranteed Rate's mobile website, said Dan Cummings, VP of product development online.
"We're trying to create a scenario where you can go from applying all the way to getting your loan funded without having to talk to a loan officer unless you want to," he said. "That's the vision. There hasn't been widespread adoption where you can e-sign, but you can do just about everything else."
Have you gone mobile yet? How are you using mobile to reach your customers?