Some notable changes to regular shopping ventures include the ability to check rival prices, find coupons, and consumers asking their friends' opinions on whether or not the pants they're trying on make them look fat.
But the wealth of information available to shoppers through their mobile devices may present a headache for some retailers. It used to be that retailers only had to worry about just getting people though the door but now customers can really be in two stores at once.
Many smartphones are equipped with barcode scanning software allowing them to instantly use applications like Google Goggles to check out information on the products they scan including prices, reviews, and what nearby stores offer the same product... and for what price.
Businesses are also adapting the technology to suit their needs. Ikea's app lets shoppers use their mobile's camera to see how a piece of furniture fits in with their decor before they assemble it. Meanwhile, the coffee chain Starbucks has teamed up with the O2 network to offer a service that logs your location and pings you a voucher when you pass an outlet.
Research shows that many consumers would rather use their phone to find out information than speak to a staff member.
We all want access and control of information so we can empower ourselves. The end point is that consumers will not draw a distinction between the mobile internet and being online at their desktop.
What do you think? Leave me a comment with your thoughts. Want to do well finding jobs in a retail environment? Visit RetailGigs.com.
By: Bambi Blue
Bambi Blue is a freelance writer, editor, and codemonkey living in Ottawa, Ontario, Canada. She moonlights as a jazz musician, a social butterfly, and most apparently a weisenheimer. Loves to cook, hates to clean, and can easily be found on Twitter.
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