Article

Top 100: 12. In-store Web access

August 29, 2011

Following in the footsteps of Best Buy, Borders and CompUSA, retailers are offering customers in-store Web access through self-service kiosks and workstations. These implementations can strengthen the in-store experience by allowing shoppers to read consumer reviews and product specs, review online warranty information, place orders for out-of-stock items — and check competitors' prices. Big box retailers such as Walmart hope in-store workstations will make up for reduced sales floor acreage in urban-area stores. Connectivity at the end of every aisle may help lure more sophisticated consumers who have come to expect more benefits and incentives to remain loyal, but the effort could prove moot as these same customers are already bringing the Web into stores with them on their own smartphones.

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