Retail TouchPoints: New Mobile Device Apps Impact Marketing & In-Store Experience
Through a special arrangement, what follows is an excerpt of a current article from the Retail TouchPoints website, presented here for discussion.
As penetration of mobile devices tops the 250 million in the U.S. alone, retailers are not only looking at the mobile device as a new marketing vehicle, but also as a new opportunity to improve the in-store shopping experience. With the emergence of the iPhone and other smart phone devices, new applications are emerging that allow the mobile device to merge the rich media experiences of the web with the personalization of brick & mortar shopping.
"With over 250 million Americans owning a mobile phone -- more than a computer or TV -- mobile marketing is becoming a necessity if retailers are looking to optimize customer interaction," said Alex Muller, CEO of Slifter, a mobile solution provider that's worked with stores like Toys "R" Us, Best Buy, Wal-Mart, and Macy's. This year, Slifter will also be launching web-based tools to manage and share mobile shopping lists.
Slifter enables consumers to enter the name of product they want along with their zip code to attain information directly onto their screen. The phone displays a photo of the item, along with product description, local availability, store location, phone number, and a map to the retailer. "Slifter is about making a consumer's life a little easier," said Muller.
A new application from StoreXperience, Shopping, is designed to act as a Personal Shopping Assistant, offering suggestions and recommendations via the mobile device. StoreXperience offers the capability to design, implement, and monitor campaigns in real time, at the local level.
"Mobile devices provide a largely untapped opportunity for retailers to connect with consumers, particularly those in the 18- to 40-year-old demographic, in real-time as they shop," said Herve Pluche, president of StoreXperience.
Built on the Microsoft software platform, StoreXperience easy Shopping leverages 2D Datamatrix technology - interactive bar code-like symbols that can be placed next to product information cards, on posters, on signage or on websites. By downloading a simple software application via a text message to their mobile phones, consumers can then "scan" 2D Datamatrix tags with their phones' cameras while they shop, receiving rich, in-depth product information supplied by participating retailers and brands.
"With the introduction of feature-rich mobile phones and data capable telecommunication networks, brands and stores have a unique opportunity to reconcile these two fields, and inform and influence consumer behavior in the field before a purchasing decision is made," said Mr. Pluche.
Discussion Question: As technology around mobile devices works its way to retail, what do you think of its potential to improve the in-store shopping experience? Do you see mobile devices eventually becoming an integral part of the shopping experience? If so, when?