Fingers meet feet

Why do we resist change and become so protective of the past? History shows that everyone, from countries and corporations to small businesses, must learn to evolve in order to survive.

OK, like as not the pace of change driven by innovation makes adjusting to change challenging. Back in the late '90s, many new phrases relating to 'web years' were introduced as changes came thick and fast. The internet, web, VoIP (Voice over Internet Protocol), narrow casting, email in short many other advances were confronting to an older generation nevertheless pining over the retirement of their favourite horse and cart.

But now bring on mobile, and 'web years' are an insult referencing how slowly you do something. Mobile and wireless advances are becoming daunting for even the more hardened technologist. Nevertheless, but again, there is a generation of resistance waiting for this research to mature, like waiting for the second release of a new typewriter or model of car.

These days, still, mobile and wireless research won't mature as much as it will morph into something new. It will deviate, change and expand well previously it's depreciated off the balance sheet. Those that wait earlier embarking into the world of mobile will simply keep facing something new. It truly isn't a continual revolution as much as a rapid evolution, however the pace of change won't end for some time. This rapid evolution of innovation presents new opportunities nearly daily.

That brings us to retail. There are many debates about the demise of retail at the hands of online stores, and the imbalance between traditional retail models and those of the online world. Retail heavyweights have tried to apply controls to online to give store owners a level playing field instead of accepting web, mobile and emerging research, and trying to integrate with the real world of 'bricks and mortar' retailing.

Who hates Christmas shopping? For me, it's not the crowds or wandering through stores trying to decide what to buy. It's the checkout queues and the lugging of bags to the car. In the last few months, I have seen and read about a rising groundswell of different initiatives all centric to the same objective: use your mobile in-store to complete the purchase. Some have been very basic 'snap and pay' type solutions requiring 2D barcodes like QR codes and others have been more advanced, utilising existing linear barcodes with an on-device app in other words pre-authenticated to the store's Wi-Fi network and can even check inventory, your loyalty and discount level, and allows completion of purchase for home delivery.

No one solution will dominate and each solution I've seen has had a 'raw' part to it. Nevertheless these are retailers accepting change, embracing mobile and leveraging the power of a consumer's desire to discover being in-store with the convenience and simplicity of mobile commerce for the final fulfilment. Those that sit back waiting for research refinement, a dominant solution or for others to try first will simply miss out. If I've already got three shopping apps on my phone from a major department store, a shopping mall and my favourite casual shop, at the time the likelihood of more is remote.

The research doesn't stop there

The research doesn't stop there. When you close your store, why not have featured items in the window or use large digital screens and allow consumers to snap a barcode, complete the purchase and have products home delivered? Your retail window is now a 24/7 shopping experience. Bus shelters and posters at railway stations can now be a transaction point. Think beyond 'text to win' calls to action on bus shelters and allow waiting commuters to in fact buy the product on display.