Mobile commerce, while appreciated by brands, is still underestimated, according to mCommerceDaily editor and collumnist Chuck Martin, who says “the influence of mobile in-store purchasing remains under the covers.”
Writing in his MobileShopTalk column, Martin cites statistics that show that among digital sales in July, 69% were non-mobile, while 31% were via mobile. However, Martin makes a case that things like beaconing and even calling a friend for input on a purchase are in actuality sales facilitated by mobile devices.
Of beaconing — a location-based technology that can target shoppers on their mobile devices in-store — Martin says the results are just starting to trickle in, but characterizes this early data as “the tip of a massive beaconing iceberg.”
Martin extensively describes his experience visiting Lord & Taylor store in July to experience the first large-scale beacon deployment — by Hudson’s Bay Company (HBC), which owns Lord & Taylor and Saks — explaining that the firms are using third-party apps like Swirl and SnipSnap to facilitate the beaconing, and detailing his user-interactions.