If you’re reading this on a mobile phone or a tablet, then you’re part of the SoMoLo revolution. If you are reading on a desk top, you will possibly join the revolotion later... The acronym “SoMoLo” is short for Social, Mobile, Local, and describes a growing behavioral trend brought on by advances in information technology and consumer electronics. Among other things, The SoMoLo trend has vast implications for anyone selling goods to consumers.
Consumers with smartphones have discovered that pricing transparency, product research, availability and proximity are all value-added benefits when shopping. This group pays attention to reviews, deals, and consistently participates in social networks. Successful merchants will nurture this audience, recognizing the potential access to greater wallet share.
How can clothing retailers capitalize on this trend? According to Red Prairie, "Provide exceptional customer service by using Workforce Management to maintain optimum staffing levels. Nurture your best customers and reinforce the good habits of your top performing sales people with Clienteling. Facilitate transactions and product movement across all channels by using a Commerce Suite designed to eliminate information silos and allow rapid integration of new technologies, both today and in the future."
Fashion shoppers are often better connected then retail employees. This is due to the fact that shoppers have easy access to data from their mobile devices. They research products online at the same time as they shop in store. Clothing shoppers will do this to locate price comparisons, sizing availability and style assortment. If you are a fashion boutique owner, it is important to keep in mind that before making a purchase, a fashion consumer may first fully investiage other buying options while standing in your store.
Red Prairie says, "The battle for the social, mobile and local shopper is heating up, and stores must master these technologies or risk lost traffic and fierce competition from other brands – inside their own stores. Retailers large and small must re-evaluate their brand presence to ensure that they are prepared to leverage new capabilities to engage, attract and convert these savvy shoppers into customers." You can join Red Prairie from their website to learn more about the rapidly evolving role of social, mobile and local technologies in the daily lives of consumers. See how retailers like Topshop, H&M, Bergdorf-Goodman, Target and many others are putting these tools to work. They will also share some insights on what might be next in this rapidly expanding mode of commerce.
If you are a SoMoLo fashion shopper, you may want to check out the fashion industry apps that are available for mobile devices.