Bringing the Web Into The Store

Over the last few years consumers have demonstrated their desire to utilize multiple channels in their shopping pursuits.  We like to call it the Merged Channel experience.  No longer will consumers just shop in a store, or just shop on the web.  Consumers are demanding an experience that crossed channels, and hopefully does not come across as distinct and different experiences. 

So what methods will improve the merged channel experience?

One approach is to bring the web into the store.  The web provides a great research experience online, with the ability to look at product reviews, see detail specs on products and comparison shop.  Kiosks provide one alternative to bring the web into the store. We are starting to see more retailers look at Kiosks as an extension of the web, right there in the store. 

But another alternative that is starting to emerge this year is the mobile phone. Various retailers are rolling out sites optimized for mobile devices to bring some of those web based features right into the hand of the consumer as they are in the store.

Sears recently announced  a new site, Sears2go.com, and Best Buy has a beta site, M.BestBuy.com available.  I applaud both retailers for pushing the envelope and bringing the various channel experiences together.  This is the wave of the future and these two retailers are ahead of the curve.  The newer mobile devices (such as the IPhone on AT&T and the G1 on T-Mobile) bring us a platform where browsing the web becomes a real value.  Especially when the site is optmized for the handheld devices.

These sites are worth checking out while you are doing your holiday shopping.  We will see more mobile sites launch before the holiday season and come a year from now, I expect it to be the standard across many major retailers.

Comments

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This is the wave of the future and these two retailers are ahead of the curve.