David Gruehn, industry solutions director for retail at software giant Microsoft, noted that many companies appreciate the need to have a customer-facing website, but called on them to become more innovative.
Mr Gruehn pointed out that customers are increasingly using the internet and mobile devices in the shop and said retailers should attempt to take advantage of this.
The expert explained that companies will start to use customers' mobile devices to act as personal information kiosks through which they can obtain store maps, read product recommendations and access personalised discount vouchers.
[IT is] one of the biggest things that has caught them off guard and they're now just realising that it is a force to be reckoned with. It's a force than can give you a significant advantage if you figure out a way to tap into it,' he commented.
Last month, a report from the online content specialist Flixmedia.tv claimed that more companies should make use of augmented reality technologies, or over-laying digital information into real world content.
Mr Gruehn pointed out that customers are increasingly using the internet and mobile devices in the shop and said retailers should attempt to take advantage of this.
The expert explained that companies will start to use customers' mobile devices to act as personal information kiosks through which they can obtain store maps, read product recommendations and access personalised discount vouchers.
[IT is] one of the biggest things that has caught them off guard and they're now just realising that it is a force to be reckoned with. It's a force than can give you a significant advantage if you figure out a way to tap into it,' he commented.
Last month, a report from the online content specialist Flixmedia.tv claimed that more companies should make use of augmented reality technologies, or over-laying digital information into real world content.
