StoreXperience: A mobile bridge between bricks, clicks
Retailers in Japan and South Korea have been using image capture technology for several years now, and with the growing base of smartphones, companies in the US are rolling out a wide range of new mobile applications, including some that use interactive digital symbols captured in photos to provide customers with product information, prices and incentives on the spot.
At the National Retail Federation's annual convention in mid-January, StoreXperience introduced an interactive mobile e-tail platform called "Easy Shopping". Combining DataMatrix digital photo scanning technology and Microsoft's Dynamics CRM application suite, Easy Shopping is designed to capture product identification codes from interactive barcode-like symbols and combine it with information about their location, shopping habits and preferences.
"Over the past 10 years, the emergence of e-commerce has impacted traditional retail, and set a new model for customer expectations and experience. This retail shift has arguably hurt traditional retail, and consumers are simply not buying as much in-store as online purchases continue to rise," Hervé Pluche, StoreXperience founder and president, told CRM Buyer. "But it doesn't have to be an us-versus-them mentality - online and in-store do not have to be conflicting channels, and more and more, retailers - and shoppers - see it all as part of a holistic shopping experience."
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