Brick-and-mortar retail is founded on the process of consumers going into a store to make a purchase. But as Lauren Johnson of Mobile Commerce Daily reports, mobile technology like QR codes, mobile apps, geo-fencing and augmented reality are creating scenarios where consumers can actually make a purchase right in front of the store window.
Some examples Johnson provided:
- Converse recently partnered with Journey’s on a QR code initiative that let users shop an exclusive line of Chuck Taylor shoes.
- Saks Fifth Avenue used QR codes over the holidays to let users either view a video or visit the department store’s mobile site.
- The Shopkick mobile app is used by Best Buy, Toys R Us and American Eagle Outfitters’ to reward consumers who check-in to the app while in-store.
- Last year, eBay partnered with Jonathan Adler to let consumers shop window displays that highlighted some of the designer’s favorite items for fall.
"It is essential to use mobile as a way to complement versus compete with the in-store experience," Johnson wrote. "For example, an app that gives users access to reviews, detailed photos and recommendations help shoppers while in-store."
We've blogged on this approach in the past and key takeaway here is that mobile is indeed a piece of the multi-channel, omnichannel puzzle. By no means are retailers putting all their hopes in the mobile channel; rather, they're hoping to use mobile to ultimately drive sales, whether those purchases are made on mobile devices, online, or in physical stores.