Inline shopping

Having just blogged about contactless cards, I’ve just come across a tweet about ‘inline shopping’ – which is the merger of offline and online shopping.  This was described by a conference speaker as people “not buying brands but joining them”.  Intrigued by this, I thought I would check out the concept…

The most original source I have found is this report by Ericsson published in November 2012.  Jointly written by the Copenhagen Institute for Futures Studies and Ericsson (NASDAQ:ERIC) ConsumerLab, the report, which draws on data gathered in the US during 2012.  It reveals that smartphones already play an integral role in the shopping experience, as consumers use apps whilst in the store. And 4 out of 10 US smartphone owners use their phones to make small payments, scan product barcodes or download coupons.  Moreover if people see a queue in the shop, they avoid this by buying the product they have selected online and having it delivered to their home.

[So this has nothing to do with “joining brands”].

This entry was posted in Chap 08 Queuing and customers, Chap 10 Processes and technology, Sector: Retail and tagged , . Bookmark the permalink.

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