The mobile phone becomes a personal shopping assistant

Already much more than a simple communications device, technologies are emerging that will see the ubiquitous mobile phone become an interactive retailing platform. The latest example from StoreXperience is a solution that offers the ability to convert any camera-equipped mobile phone handset into a personal shopping assistant using an interactive bar code system.

StoreXperience easy Shopping is designed to improve both the in-store shopping experience and how retailers and brands market to consumers. It works using 2D Datamatrix technology, an interactive bar code-like symbols that can be placed next to product information cards, on posters, on signage or on websites. By downloading a simple software application to your mobile phone via a text message you can then “scan” the 2D tags with your phone’s camera while shopping. Scanning one of the tags will mean you receive in-depth product information instantly to your phone from the retailer or brand. Herve Pluche, president and co-founder of StoreXperience believes mobile devices “provide a largely untapped opportunity for retailers to connect with consumers, particularly those in the 18- to 40-year-old demographic, in real-time as they shop. StoreXperience brings together mobile technology, marketing software and a rich consumer experience to open significant new sales and marketing channels for retailers.”

StoreXperience easy Shopping is built on a Microsoft software platform and integrates back-office analytic, delivery and CRM functionality to allow stores and brands to engage with shoppers in real-time and manage marketing at the local level. Utilizing functionality in Microsoft Windows Server 2003, Microsoft SQL Server 2005 and Microsoft Dynamics CRM 3.0, the StoreXperience solution ultimately helps retailers and brands maximize purchases, create new up-sell and cross-sell opportunities and provide consumers with additional product details. The technology and service was demonstrated publicly for the first time at the National Retail Federation’s (NRF) Annual Convention and Expo but is not yet available for purchase.

Other recent developments in this field include the Snap.Send.Get solution from SnapTell converts every camera phone into an opt-in marketing device and Nokia is heading in similar directions with its announcing its "The Way we Live Next" vision for one-step access to online information.