Ben Palmer: The POP Is Everywhere
Retailer-specific apps allow consumers to pursue a path to purchase anywhere their mobile devices go.
Consider the customer with a reusable shopping tote in one hand and a mobile device in the other.
The habits of the commercially ambidextrous have so far seemed to pose nothing but threats to the brick-and-mortar retail model. Retailers are freaking out about ‘showrooming,' but it’s turned out to be a really great user experience — see how much fun people are having shopping with all the new tools at their disposal. For a shopper, it’s the best of both worlds to be able to go into a store and look at physical products and then maybe find a cheaper price online (or just have it sent home for convenience). How else can we empower these early adopting pioneers of ‘anywhere commerce'?