Trends Report

The Mobile Imperative In Retail And Consumer Goods

Using Mobile Technologies To Enrich Enterprise Interactions With Associates And Consumers

March 23rd, 2011
George Lawrie, Vice President, Principal Analyst
George Lawrie Vice President, Principal Analyst
With contributors:
Mike Gilpin , Jeffrey Hammond , Jost Hoppermann , Sander Rose

Summary

Retail and consumer goods firms face exciting opportunities to deploy mobile apps to fix their age-old problems with shelf availability and to empower their field employees to transcend their operational and transactional roles, becoming trusted advisors to consumers undertaking demanding trip missions. Application development and delivery professionals in retail and consumer packaged goods (CPG) manufacturers should seize the opportunity to deploy Forrester's framework to prospect for value from deploying mobile apps and then, before deciding whether to buy or build their mobile solutions, to determine which mobile operating systems and partnerships are most attractive.

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