Mobile in Retailing

During the 2014 year-end holiday season in the United States, a number of “showrooming” mobile apps became available. These free mobile showrooming apps allowed shoppers to compare online and in-store prices for an item, within the retail systems of the same store brand (if the apps were store-branded) or across competing stores if the apps were third-party branded. Inside a store, or even at home, shoppers could scan a product’s barcode with the smartphone camera. Some apps had visual image recognition capabilities—even without a barcode scan, based on a photo of the product, the app attempted to recognize the exact product, such as, for example, the title-author-publisher of a book. The showrooming apps then ...

Get M-Powering Marketing in a Mobile World now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.