DigiPoS, a hardware and solutions provider for retailers, has launched what it dubs its ‘mCommerce ecosystem’, which combines online shopping on mobile with all important in-store experiences through the app too.
Called MobileShopper – and claimed by DigiPOS to be a first for the retail sector – the Smartphone based application, encompasses a full range of retail touch points, including: ecommerce, store locator, coupons, loyalty, advertising and promotions, price verification lists, in-store navigation functionality, and a facility which allows the shopper to use their mobile to shop at home using the integrated scanning tool.
For the first time, retailers are provided with a true multi-channel integration that brings together their bricks and mortar technology silos with their web/ecommerce platforms. The mobile Smartphone devices can act as touch points to reach out to customers in new ways. For example: the information they can provide relating to shopping habits will allow for targeted and timely promotions. They pose an increasingly attractive ROI, as other marketing channels begin to lose their appeal and consumer use, and they enable the retailer to differentiate themselves.
For the consumer, the phone will – in effect – become a handheld till or self -checkout device and information portal all at the same time, as well as providing queue-busting functionality. The data-driven customer will have the ability to research promotions and products, anytime, anywhere, and they will be provided with more personalised and targeted information.
Ian Patterson, managing director EMEA at DigiPoS Store Solutions, says: “Up until now technology in retail has always been designed with the retailer in mind, making their jobs easier. Our MobileShopper app focuses on the emergence of the ‘new shopper’. I believe that the mobile phone will have the same impact on retail that the ATM once had on the banking sector. Mobile devices empower consumers to search, shop and checkout – the flexibility they offer will undoubtedly improve the overall shopping experience.”
He continues: “The retail sector has touched upon elements of m-commerce for some time now, but I don’t believe that the majority of retailers have a firm strategy in place, when it comes to a true multi-channel offering. The MobileShopper application deploys a simple middleware application that acts as a catalyst between the retailer’s existing software – saving time and money, whilst protecting their existing investment.
The app currently only runs on iOS, but will soon also be available on Android and Blackberry. DigiPoS is also currently in talks with a number of major retailers, and plans to make a joint announcement on the launch of its own m-commerce platform in Q1, 2011.