Jonathan Marek

RSR Research:  What Role Will Mobile Play in Stores?

August 5, 2010

FROM RETAILWIRE:
What's different about mobile vs. online retail is the visibility that stores have into the effect mobile has on shopping behavior. Online shopping has little direct effect on store operations, whereas mobile is often an at-the-shelf activity. How can in-store employees become part of a personalized selling/service environment using mobile technology without crossing a privacy line?      [more...]

I would think that mobile will put an end to kiosks, but that's just the beginning.

First, I'd watch Best Buy for a glimpse of the future. Their management team seems to be all over this issue, and they have the perfect store to lead in the use of mobile technology (to do things other than price compare).

Second, I hope we'll see some innovators in other, less obvious spaces. I'm imagining a high-end grocery store where you can scan a bar code and get everything from pricing to sourcing info to recipes. At a home improvement retailer, imagine links to competitive product comparisons (which product is easiest to work with, what challenges did you have, etc.). At a casual dining restaurant, how can I customize my dish to make it low fat or low carb?

Third, in the next 5 years, someone will invent an in-store mobile killer app that hasn't been mentioned on this list. I don't know what it is, but when I figure it out, I'm investing!