15Social and Mobile Marketing
Tri Tang, a 25 year old marketer, walked into the Best Buy Co. store in Sunnyvale, Calif., and spotted the perfect gift for his girlfriend. Last year he might have just dropped the $184.85 Garmin global positioning system into his cart. This time he took out his Android phone and typed the model number into an app that instantly compared the Best Buy price to those of other retailers. He found that he could get the same item on Amazon.com Inc.’s web site for only $106.75, no shipping, no tax. Mr. Tang bought the Garmin from Amazon right on the spot.… Mr. Tang’s smartphone reckoning represents a revolution in retailing—what Wal-Mart Stores Inc. Chief Executive Mike Duke has dubbed a “new era of price transparency” ...
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