Retailers aren’t prepared for mobile advertising tech revolution

Anne Freier

In Mobile Advertising. August 19, 2019

Artificial intelligence (AI), artificial reality (AR) and chatbots – the marketing tech revolution is well underway. Yet the majority of retailers aren’t prepared to support the technologies as part of their mobile advertising and engagement strategies.

According to a survey of 100 retail executives by Worldwide Business Research, just 9% said they could support AI, AR, and chatbots. Meanwhile, 52% said they could not support the features.

Budget (64%), lack of internal sources (55%) and lack of executive buy-in (42%) were the greatest implementation challenges.

“Consumers want the ability to seamlessly browse for and buy products at their convenience, so it’s no surprise that mobile payments and on-demand services are at the top of retailers’ technology wish list,“ said Andrew Greissman, Research Director for WBR Insights. “As consumers continue to demand more information and flexibility from their mobile shopping experience, technologies like voice recognition and augmented reality will become must-haves for engagement.”

For retailers, mobile payments (60%), AI and chatbots (48%) and on-demand same-day services (47%) have the greatest potential to improve mobile eCommerce experience.

Meanwhile, AR (27%). voice recognition technology (25%), and progressive web apps (22%) are technologies retailers are actively considering to implement in the next 12 to 24 months.