In-store apps, not in-store mobile apps...I say!
There is a battle in stores across the country and the connection between in-store retail and online retail is getting blurry.
Last year, many major brands like Best Buy deployed in-store mobile apps to combat the likes of RedLaser, ShopSavvy and Google Shopper who encourage you to shop in brick and mortar, but get the best “deal” online. These in-store mobile apps are available in the Apple App Store and Android Market. They help you with a number of tasks like guiding through the store and special offers. Apple, as they often do, deployed somethinbg smarter for mobile self-checkout (see video). But there is a missing variable for most and it is painful to see major retailers spend so much money on in-store mobile apps that run on the customer's mobile device.
It comes down to control. If the app is available in a public market and runs on the shopper’s device, they are in control. If the app is deployed via a private app catalogue, like Apperian’s EASE, on the store’s devices, then they have control.
Control is a good thing. It provides the ability to deliver accurate, helpful information allowing shoppers to make confident purchases. But how does the store supply the device?
In 2012, you will see iPads popping-up all over the country in stores. They will assist you with making smart purchases, ensuring you have everything necessary, finding the perfect match for your needs and much more. Major retailers are working hard to provide a better shopping experience and in-store iPad solutions, like those offered from Kokley, are making it possible.