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Will mobile phones change how people shop at the point of sale and if so how?
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Comments
Commerce is 1- shopping/browsing + 2- selecting + 3- paying
Phones typically suck at shopping/browsing if you are already gone from home, in a shop or about to enter one, except for specific items like movie tickets.
Same thing for the selection phase: mobile phones are not suitable for clothing, food, and most mainstream items that require some "see / touch /smell" human interaction prior to selection.
Phones can become good at paying if (and it is a big if) the infrastructure at the point of sale gets a big overhaul, justified by a strong business case as outlined by Patrick Gauthier above.
I am not hold by breath.
Posted by Patrice Peyret, 26/01/2010 11:07am (2 years ago)
Commerce is 1- shopping/browsing + 2- selecting + 3- paying
Phones typically suck at shopping/browsing if you are already gone from home, in a shop or about to enter one, except for specific items like movie tickets.
Same thing for the selection phase: mobile phones are not suitable for clothing, food, and most mainstream items that require some "see / touch /smell" human interaction prior to selection.
Phones can become good at paying if (and it is a big if) the infrastructure at the point of sale gets a big overhaul, justified by a strong business case as outlined by Patrick Gauthier above.
I am not hold by breath.
Posted by Patrice Peyret, 26/01/2010 11:07am (2 years ago)
There is little doubt that the pace with which mobile banking and payments is becoming mainstream could promote the short-term deployment of contactless PoS. The commercial model behind this deployment continuous to be an issue – with recent initiatives being halted on this account. The combination of these factors and the continued slow progress towards NFC can only increase the likelihood that alternative contactless approaches emerge.
Posted by Soren Bested, 25/01/2010 7:21pm (2 years ago)
Yes, undoubtedly, but with a clarification. People pay at the point-of-sale. They shop in the aisles of the store. I fully expect mobile to have profound implications on shopping and merchandising. The impact on payment (at the PoS) will follow and will be the consequence of either the merchants successfully finding an alternative to the interchange based networks the resent; or the commerce community (merchants, banks and networks) recognizing that they need to stick with the lifestyle of mobile generation. Where shopping is concerned, I expect a multiplication of offering in the domain of targeted promotion and shopping help. Motorola's introduction of a loyalty platform on mobile is a sign of things to come.
Posted by Patrick Gauthier, 25/01/2010 7:18pm (2 years ago)
Absolutely! But the changes I see at the point-of-sale are not because of mobile payment per se, but rather because of the real-time connectivity offered at the point-of-sale by the mobile phone and the rich applications that can be developed on top of emerging mobile operating systems. Much of the behavior changing capabilities I see can be disconnected from a mobile-based payment. For example, one does not require a mobile payment to deliver a mobile coupon or to perform comparison shopping.
Having said that, eventually, mobile payment can help close the data loop, tying out in store "shopping" behavior with actual point-of-sale data and loyalty programs and rewards, all of which will eventually be inherently associated with your personal mobile device.
Posted by Derek Pilling, 22/01/2010 11:50am (2 years ago)
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