As I am pouring through way too many back logged Industry Trade Emails with so many ideas swimming in my head I realized how helpful or damaging the mobile web can be on people's smart phones to their retail business. The technology isn't there yet....but it will be.
Imagine going to Sears and looking for a new Dishwasher. Your budget is $600. Your decide while in the store to do on the spot research comparing 3 brands and 4 models. Specifically to see if Consumer Reports have given a thumbs up as well as any social network recommendations.
You decide that Brand X's Model 1234 is perfect.
Wow....Sears didn't even need sales person to help you with your decision.
Now the three horror film scenarios for retailers.
1] Because your doing research on Dishwashers the behavioral targeting software for the ad server alerts all the stores that use the ad server that your potentially ready to buy. And your phone starts seeing offers from competing retailers.....where you click through to compare prices real time. And you find the same model down the street for $500 and Sears who has you in their store will have to lower their price or lose the sale.
2] You immediately go to Google/Bing and punch in Brand X and the model and a list of all prices come up for this Dishwasher that also includes total price including shipping and you find a retailer out of the area but for the total cost for $550 and you show the salesperson at Sears and demand the lower price.
3] You immediately go to the 'IAuction' I Phone App software. You enter in the brand and model and a real time auction takes place between all the retailers carrying the Dishwasher with the lowest price winning the sale.
Even worse.....Imagine going to Nordstrom's and trying on clothes. And immediately putting out to bid the exact same ones, you place the order with Macy's and say thank you to Nordstrom for letting you try on their clothes, but sorry they lost the bid.