Embracing Mobile Technology in B2B's: How to do it right, when most do it wrong

In an age dominated by digital advancements, it is more critical than ever to connect with clients and consumers in innovative ways. We all know the value of developing user-friendly and engaging e-commerce experiences, but applying these principles to mobile apps can be daunting. According to a Forrester study, “Most B2B mobile apps tailor results based on the customer company, not the individual, which misses the personal element vital to providing the most relevant recommendations.” Without a sophisticated understanding of how mobile apps should be used, companies risk losing touch with their rapidly evolving customer base.

What’s becoming clear is this: To thrive in a mobile-oriented world, we must become attuned to the needs of mobile-oriented buyers.

No one knows this better than Mad Mobile president (and guest speaker at B2B Online 2017), Greg Schmitzer.

Adapting to complex customer demands—a success story

When Greg Schmitzer entered the world of mobile industry, text messaging was still a new phenomenon. He helped lead large mobile initiatives for companies like AT&T, Target, and Orange UK, and has since witnessed the rapid transformation of mobile capabilities as a critical function of B2B’s. A seasoned leader in mobile industry, Greg knows mobile capabilities are a major catalyst for site traffic and, ultimately, company growth.

Greg co-founded Mad Mobile in 2010, and now serves as its President. When the company was launched, only about 5 percent of traffic for retailers came from mobile devices. Schmitzer’s first move was to create a platform to pull retailers into e-commerce and enhance mobile-based content. As demand for this technology increased, he reached an important realization: "People still want to buy in stores as well as online and on the phone,” he said, “They still go to stores for apparel, jewelry, furniture. People want to touch and feel those products.”

90 percent of sales take place in retail stores. Buyers still want to touch and engage with physical objects in brick and mortar sites. However, consumers want these in-person experiences to offer the convenience and choice they find in online shopping.

According to a report by Capgemini Consulting, “Consumers now expect a physical user experience that replicates what they find online, from expecting goods to be in stock to being able to choose from multiple delivery options. Consumers wish to use technology to help them engage with the store at every step of the shopping journey.”

Mad Mobile’s clients began asking if this kind of technology could be used in their retail stores. Thus emerged Mad Mobile’s trademark product: Concierge.

The product that’s bringing Amazon capabilities to sales associates

Concierge, Mad Mobile’s newest platform, integrates the mobility of ecommerce into brick and mortar stores. Concierge allows sales associates to obtain instant access to data about products and customers. Associates can now have personalized information at their fingertips, from a customer’s individual style preferences, to information about their stock. Similarly to Amazon, salespeople have a database of a customer’s past purchases, and can then recommend new, similar products to individuals in their stores. Concierge fuses mobile capabilities with personalized user experience – its potential cannot be overestimated. 

“Associates are empowered to give a great experience for the overall customer journey,” said Todd Fulmino, a vice president at Mad Mobile. “By bringing all those systems together, productivity goes up, engagement goes up and that drives more sales.”

Today Concierge is revolutionizing the way mobile apps are used in the B2B marketplace. Its users include Books-A-Million, which has 260 locations in 32 states, and Talbots, a retailer with 500 stores. Ashley Furniture plans to implement the platform this year, both nationwide and internationally.

You can do it, too

There’s much to be learned from Greg Schmitzer’s Mad Mobile success story. Mad Mobile has quickly evolved into a far-reaching mobile technology provider, serving over 90 retailers and B2B companies, including Sysco foods, AutoNation, MLB, Aeropostale, Payless, and Talbots. Greg’s success comes from his extensive knowledge about the current landscape of mobile technology, as well as in-depth understanding of 21st century clients and customers. It’s time for all of us to see mobile technology as an opportunity, one that has the potential to transform our business.

You can hear Greg Schmitzer speak on May 8th at B2B Online 2017, the leading conference for digital and ecommerce executives in Manufacturing and Distribution. Bringing together top experts in their fields, B2B Online will give you the tools to bring cutting edge technological capabilities to your business.

Download the full B2B Online agenda.


Katie Koppel is a freelance writer based in Boston. She specializes in business and health-related content, and can be reached at

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