I agree with Mr. Bassett that "the consumer value proposition appears rather weak" and that there needs to be some marketing integration in order to create that value.
My company, AisleBuyer, just launched this past week the first-ever mobile self-checkout and receipt system with a Boston based retailer of Children's products. In effect, we are putting the self-checkout cash register right in the hands consumers via the SmartPhone...enabling consumer to scan, get product information/reviews, input card information and checkout. The digital receipt system allows the user to checkout with any store clerk without ever waiting in line at the cash register.
Ms. Chaltas says it very well when she says that the fact that the mobile device "will soon be at the center of the payment step of the transaction and is also a potential pipeline for almost unlimited real time communication with a valued shopper" will not be lost on the smartest retailers.
We agree that this is a true GAME-CHANGER for brick n mortar retailers.
Chuck Ball
EVP, Head of Marketing
AisleBuyer
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Smartphones look to replace plastic as payment
August 18, 2010
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