For retailers, the smartphone is future of store experience

NEW YORK — Just a few years ago, retailers considered smartphones the enemy of the in-store experience they were trying to create. Customers often whipped out their device to compare prices online and then walked out of the store to buy the same product elsewhere.

Today, stores are taking their cues from shoppers and now consider the smartphone their friend. They’re giving shoppers more control over the experience with smartphone app features that let customers do things like scan and pay, as well as download digital maps — and replicate the online experience.

Nike created a buzz last month when it unveiled two new features on its mobile app during the opening of its latest high-tech store in New York City.

One feature lets shoppers see details of every item displayed on a mannequin by scanning the QR code next to it. Then with just a click, they can have the looks delivered to a fitting room or a designated pickup spot without ever talking to a store clerk.

Another feature, instant checkout, lets customers who’ve stored their credit card information on their phone scan the barcode of an item, click the purchase button, then walk right out of the store.

Shoppers are increasingly using their mobile devices to make purchases.

That was evidenced at the start of the holiday shopping season, when 33 percent of online Black Friday sales were made on smartphones compared with 29.1 percent on Black Friday last year, says Adobe Analytics, which tracks online spending.

“They ’re browsing, they’re looking at content, they’re getting reviews and they’re transacting,” said Jeff Gennette, CEO of Macy’s, who expects the department store chain to hit $1 billion in mobile sales for the first time by year-end.

But there’s still room for improvement, analysts say.

Here are three problem areas: information on their phones.

But now it needs to be more reliable to handle all the digital content and services, according to Neil Saunders, managing director of GlobalData Retail, a retail research firm.

Analysts say the connections are still spotty and are not consistent within the store, and the service gets worse when the store is crowded.

“They haven’t built the Wi-Fi to deal with all these functions,” Saunders said.

RICHARD DREW/AP Some retailers have unveiled smartphone app features that let customers do things like scan and pay.