Shopping on Your Smartphone This Holiday Season
Over the past century and a half, major technological advancements have spurred the rise of consumerism and repeatedly changed the nature of shopping. In the late 1800s, the rise of streetcar lines led to the birth of the department store, which allowed retailers to create a new culture of shopping while offering economies of scale that made price accessible to the middle classes. In the early 1900s, the growth of the catalog allowed people across the country to see, desire, and purchase a distant product, thereby turning merchandise into a national business. And, more recently, shopping centers, outlet malls, and, of course, the internet have continually influenced America’s relationship with retail.
This holiday season, a new such technology stands to enter the mainstream: shopping apps for tablets and smartphones. While these apps have existed in years past, the increased prevalence of smartphones and a greater push on the part of retailers in the past year has led to a situation where, for the first time ever, a holiday shopper can use apps for much of their research. Unlike on a website, where the fun of shopping is often replaced with grids that show pictures of items based on their department, applications strive to provide a more realistic shopping experience. Users can “walk” among items, see what they look like together, create collages, and zoom in on images. They also can flip through virtual catalogs where every picture can link to more information – and more pictures – about a given item.
So how is this technological change going to alter the shopping experience? While it’s too early to say with certainty, here are a few guesses:
-Fewer traditional catalogs. Some retailers have already said they planned to do away with paper catalogs in favor of the digital version, delivered via app.
-24 hour retailers. While consumers have had the ability for years now to shop online at 3am, websites offer few features besides an ability to make a purchase, an action which can be processed electronically and completed the following morning. With some retail apps including interactive, real-time assistance, however, it is only a matter of time before someone offers this feature around the clock.
-Personalization. A couple retailers are already planning to create virtual catalogs that show customers only products in which they might be interested. This move will certainly be welcome by many and criticized by privacy activists. It remains to be seen how gift-buying trends will be incorporated into this personalization.
-Younger demographics. With younger people the ones more often using smartphones and apps, it would come as little surprise if major retailers started catering to them more as sales go increasingly high-tech and virtual.
These are just a few predictions for how shopping applications may influence the industry. So when you hit the mall next month and struggle to navigate among the crowds, just remember: the shopping mall owes its existence to technology and, although this remains to be seen, may owe its downfall to it, too.