Holiday Shopping SmartPhone Style

Close to 70% of smartphone owners plan to use the devices for holiday shopping, according to Deloitte (pdf). Smartphone ownership has jumped from 39.7% last year to 46.1% this year and tablet owners have doubled from 10.5% to 22.4% according to 9,000 shoppers surveyed by BIGinsught. This will probably also spur an increasing number of people colliding heads and walking into fountains as everyone in the mall will be looking down at their mobile devices instead of watching where they are walking. Knowing that these devices have become permanent fixtures on our bodies, retailers are using the technology in an attempt to enhance the shopping experience. As soon as you cross the mall threshold, your phone will buzz with merchant coupons or even better, your online shopping cart has been paid and converted to real items for you walk out, bags in hand, without standing in the check-out aisle. You’ll be able to browse inventory to know if that incredible deal is in stock or simply purchasing the item on the smartphone while standing in the store and have it arrive, already wrapped, the next day. Retailers are trying to combat the behavior of looking for the best deals on an item, only to go home and purchase online elsewhere. Many retailers are equipping employees with tablets and checkout areas with mobile payment systems. Employees have apps that offer richer information in case a shopper wants to know what a coat is made of, or specific warranty info on an electronic item. These employee handhelds could also check-out a shopper in the middle of the store, avoiding any lines. Some stores have even installed iPads in the dressing room so shoppers can choose what music to listen to while parading their selections in the mirror. Hopefully on those, the cameras are disabled since I can already see a remote ‘Peeping in the Dressing Room’ breach in the headlines.

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