Engaging the New Mobile Consumer: From Couch to Point of Sale

By Giovanni Calabro Published: February 24, 2014 “As I entered the door to Best Buy, a man on their display screen reminded me to open my Best Buy app.” Let’s start with a scenario: During the holiday season, I sat on my couch, searching for toys on Amazon using my tablet. Not a particularly stimulating activity, but a necessity nonetheless. I took a break from my research to read some details about the Canon 900 Speedlite flash. Much better. Time was ticking, and I was getting nervous that Prime wouldn’t deliver on time, so off I went to Best Buy. I downloaded their app, input a few of the items I was interested in, and I was on my way. As I entered the door to Best Buy, a man on their display screen reminded me to open my Best Buy app. To my dismay, I didn’t see the toys I was looking for. But a saleswoman approached me with a tablet in hand, saying, “Hi Giovanni! We don’t have that doll you were looking for. Do you think some movies might do the trick? We have some in stock.” She tapped her tablet a few times and said, “I also noticed you’re interested in the Speedlite flash. Want to check it out?”

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