In this article we talk about how threatened retailers feel by mobile technology.

I do not understand why, as do many colleagues. It is a means and not a danger. It must certainly be analyzed and known before adopting it as it has been for all the technologies that in recent years have landed very quickly as part of our lives.

In the US, over 60% of the sample questioned were users of in-store smartphones. 78% declare that they use it only in the presence of free WiFi. The overall data, however, declares growth driven by both the functionality and the curiosity offered by the new mobile tools. However you look at the data, we are talking about millions of users and a number destined to grow and yet we find a lot of reticence among retailers to consider the medium. Some would think of a sort of cultural protectionism, others, in my opinion more pragmatic, of a serious and concrete lack of success stories that make one say "here is the future".

The iPhone was a hit. Android is a hit. The Kindle is an innovative and revolutionary product. Means driven by content that they have been able to import inside them as flags. The smartphone as a vehicle for sales is not yet a cry for success, despite the fact that it will soon integrate increasingly advanced technologies and involve more and more users. Data is missing. For now we are talking about users but not much about buyers. I'd be curious to know Ebay's data, starting from the personal assumption of being a large user on mobile with consequent purchases and payments via Paypal. Perhaps those data would provide some more certainty! but perhaps they would also weaken the first online ecommerce.

And then we come back to reality. On the one hand a very broad and increasingly innovative offer and on the other hand a customer who is still undecided and not convinced. A poor customer who, despite being in search of convenience, puts the material between them to the virtual, evaluating the first as the buoy of salvation from potential online thefts.

Nonetheless, returning to the article, retailers are convincing themselves to explore and experiment. Thus, barcode scanning services, indoor navigation, advanced shopping lists, more sophisticated price comparisons, etc. appear.

The graph shows the trends, confirming fears. Indecision finds answers in asking questions and finding the right answers. And so many use the smartphone to collect the decisive certainties for the purchase. I don't think there is much to add to this. I chose my latest washing machine after walking 200 meters inside a Mediaworld and having surfed at least 3 forums. In the end I found the certainties I was looking for. And as I recall, price wasn't the most important variable.

If you have the patience to read thearticle, you will find that:
1- the consumer appreciates a free WiFi connection that allows him to access the internet without blocks (he wants to look for reviews and opinions on the product)
2- the retailer must be able to guarantee a site navigable via smartphone, a barcode scanning and product comparison system and integrate loyalty systems to make the customer feel at "home"

Good reading!