LIVE FROM THE GSMA’S NFC & MOBILE MONEY SUMMIT, NEW YORK: Whether to go multichannel, how much to rely on social media and the growth of manufacturers selling direct to consumers are all concerns for US retailers, said Tomasz Smilowicz (pictured), MD, global head of mobile solutions, Citi Transaction Services.

Speaking during the morning session on retail and m-commerce, Smilowicz explained how the US bank works with a wide range of retailers and what it has learnt. Mobile technology can help address retailers’ concerns, he said.

For example, mixing retail channels creatively has become important. Smilowicz gave the example of consumers purchasing a phone online and then physically collecting the device from a shop. Consumers can get their hands on the device in 24-48 hours this way instead of having to wait weeks, he said.

Interestingly, he said while having a presence on social media is perceived as essential by retailers, retail sales generated as a result are not in proportion. He categorised it as being “a great opportunity for the future”.

Another trend is manufacturers bypassing retailers and selling direct to consumers. Although still representing a minority of business, this trend is on the rise.

The role of mobile has to be, in Smilowicz’s words, both “holistic” and “segmented”. The former means all retailers expect a service that is good at handling payments, enables easy product selection and offers post-sales support.

But retailers also need specific solutions. For instance, a fast food chain wants to take the pressure out of checkout by enabling consumers to buy on their phones, and then collect their food at the outlet. However, an electronics retailer has different interests, such as whether the consumer is going to buy in-store or online, or how far away from the store they are.