Herb Sorensen, Ph.D.

Developing Winning iPhone Apps, Part 2 - Retailers

October 20, 2009

FROM RETAILWIRE:
As discussed yesterday, iPhone apps are being developed with a variety of objectives. For brands, it's about engagement. But, for retailers, it's more likely they'll want an iPhone app to actually SELL something. Should retailers quickly develop apps, ready for prime-time or not, just to get in the game?      [more...]

These apps are part of what I refer to as the second retail revolution. The first happened 100 years ago when self-service assumed such a large role in retailing. Self-service literally means, sell yourself. The fact is that personal selling disappeared, largely, from the retail space, with the advent of self-service--and to the extent that self-service dominates any particular class of trade.

There are ways to introduce "personal" selling back into retail without all the technology but the technology will ultimately lead to the total "Amazonification" of retail. That is, the "personal" selling done by Amazon online, will show up in the retail space with shoppers carrying their own personal online devices into the stores. This will totally blur the line between online and offline retailing. But, more importantly, it will give every seller potential access to the shopper both inside and outside the store.

I'll comment further on the implications of brands (as well as retailers) being able to have a conversation with THEIR customers, inside stores, without any mediation or interference from the retailer, in the second RW discussion topic today--Amazon vs. Walmart.