Mobile: The Death Of Impulse Purchases
Written by Nick HollandDecember 8th, 2010
Until recently, physical-world merchants have had location and expediency to their advantage. If the customer has entered a store and tried on the shoes, there is a good chance that she has passed the point of no return and is going to leave the store encumbered by a shoebox in a glossy plastic bag. That's a classic impulse buy, opines IT Columnist Nick Holland. But once you insert a smartphone into that process, the impulse buy becomes an endangered species.
Now the customer enters the store, tries on the shoes, opens a price-comparison app, scans the barcode on the shoebox, finds the same shoes for 20 percent less online with free overnight shipping, takes off the shoes and leaves the store looking a bit smug because she's just found a bargain—and another impulse purchase is dead.
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2 Comments | Read Mobile: The Death Of Impulse Purchases
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December 14th, 2010 at 12:28 pm
While there is little question that the Smartphones will impact on those retailers who persist in trying to fool unsuspecting buyers the retailers who want to survive will adapt – probably by offering an offer-matching service. This might be along the lines of inviting the customer to do a lookup while in the store and then offering to match the offer that they have found – not the price but the value offer. Other retailers will stop offering kit that is available everywhere and look for the ‘niches’ where they can hold their own in terms of competition. Good retailers have always had to adapt to change and they will adapt to this as well.
December 15th, 2010 at 9:56 am
I’d agree Andy. I see mobile as a great leveler here. Complacent retailers who have relied on obfuscation as a means of staying afloat will have their work cut out, but those that clearly, fairly and transparently compete will win out. If handled well, this is an opportunity, not a threat, with customers appreciating the candid and honest merchant.