Tag Archives: mobile retailing

Accenture Interactive Mobile Shopping Report

Report: For mobile shopping, personalization outweighs privacy concerns

Check out this report on Mobile shopping. Interesting data. I agree with the perspective of the Accenture Exec:
“The showrooming trend can pose a threat to retailers, given that nearly a third of our respondents make their final online purchases with other stores,” said Baiju Shah, managing director of strategy and innovation for Accenture Interactive. “But consumers don’t want to shop online exclusively and our work with retailers shows that physical stores don’t have to compete on price alone but rather focus on the whole experience. Retailers need to create a seamless, multi-channel experience that blends the digital and physical, and delivers convenience, price and relevance.”

Burberry Flagship

The new Burberry Flagship store has some great real-life digital (the combination of digital/physical experiences). Much of what was deployed has similar elements we deployed for the Prada Store which is so great to see!

Gucci combines physical, mobile commerce via digital store-in-store

Italian fashion house Gucci is working with Samsung Electronics to offer an immersive in-store experience devoted to the label’s timepieces and jewelry that combines physical and mobile commerce.

“Gucci is essentially providing the ability to learn more about its product line through multichannel approaches with a focus on visual storytelling,” said Dalia Strum, president of Dalia Inc., New York.

“The multiple points of entry to reach as well as educate their consumers establishes a content value across each platform and should result in a stronger return on investment for the brand,” she said.

1) Consumers can scan QR codes placed on Facebook, Google+ and a video on Gucci’s watches and jewelry microsite at http://www.guccitimeless.com to view mobile-optimized content about the new timepieces (see story).

2) The label will push its Bamboo and I-Gucci watch collections via an in-store display with Samsung’s new transparent viewing screens and offer browsing opportunities with a digital shop-in-shop section. Read more on Digital In Store.

eBay Extension in to Physical World

eBay has created “shoppable” windows designed by Jonathan Adler. Using QR codes anyone with a smart phone scanner to customized eBay pages with products similar to those in the window. You can read more in this Fast Company article How Much For That Motorcycle In The Window? Inside eBay’s Physical Push for Mobile Sales

Dialog with Gensler: Virtual Retail-ity

I participated in a small event at Gensler last week. Great idea on their part to have these types of events where the invite partners and staff to speak on a topic that is top of mind for their customers.

About 20 customers attended in person at the Gensler office and 100+ people watched the live streaming broadcast. Here is a link to the recording of the session. My preso is about 20 minutes in and I participated in the Q&A which starts about 40 minutes in.

Broadcasting the Event at Gensler

3 Mobile Capabilities Enable Buying Anything, Anytime, Anywhere

The latest mobile technologies are further lowering the barriers to accessing and purchasing products by enabling an end-to-end (select, order, pay) mobile shopping experience. This is freeing retail from the physical and traditional online environment allowing shopping to take place anywhere, anytime.

Imagine holding up your phone in front of your friend’s shirt, taking a photo and being presented with product information including where to buy. With one click it can be on its way to our home. These capabilities are here today and along with a massive growth in user adoption of smart phones (25% of mobile phones) and application downloads, (2 billion iPhone apps) are enabling retailers to design a next-generation mobile experience.

We’re talking about moving beyond how you enable your customers to do research from your store or in getting them to sign up for SMS alerts; these new capabilities are creating a new set of considerations when it comes to designing your customer’s mobile experience. What are the features and applications desired by your customers when interacting with you? How will you deliver them so that the experience is smooth? What apps should you consider contributing content that are not being managed by your organization?

New device capabilities in 3 areas will drive new usage.

1) Improvements in product identification technologies

Mobile Apps like StripeyLines, Shop Savvy and Amazon Remembers use barcode scanning , QR code and image recognition to enable access to product information, check prices and availability and to make purchases.
Google Goggles enables photo searching. Right now it’s limited to menus, contacts, wine, logos, landmarks, books, and artwork but you can see the potential.

2) Geo-based Applications (with Augmented Reality)

Point Inside Indoor Maps App

PlaceCast Geo Fencing provides retailers with the ability to send mobile ads to nearby shoppers. Customers get contextual offers when they are in the vicinity of your store or possibly when they are visiting a competitor.
Point Inside overlay’s event and venue specific map data onto Google Maps Technology, developers can build mobile apps for indoor space. Merchants can communicate with customers as they physically move along an indoor map.
Nearby Now provides gift recommendations guided by location of nearby stores
Layar is an augmented reality app where you can add your own layers. In-N-Out Burger enables customers to find a location and to access a secret menu.
FoodTracer enables to you scan grocery shelves to identify attributes such as organic, local grown, or carbon footprint.

3) Mobile Payments

Square transforms iPhone and iPad in to credit card machine, enabling people to checkout from anywhere.
PayPal using Bumpallows users to physically knock their phones against each other to initiate a quick transfer payment.
Zong let’s you use your mobile phone number and a pin for easy payment.

Here is a link to an article on PayPal vs Square

NFC Payment tags in credit cards or in the phone SIM card contains Credit Card information for easy tap to pay. Phones can also read tags adhered to posters, brochures, magazines or billboards for value-added services.

Organizations will need to think about their customers entire mobile shopping experience in a much broader way – across the entire customer journey. There are many different variations that need to be considered including how to imagine the possibilities, research a product, build a shopping list, navigate to the store and in the store, pre-ordering for pick up and payment.