Traffic in app stores could be almost as heavy as foot traffic in retail stores this Friday, as some of the nation’s major retailers roll out apps meant to bring in foot traffic and online shoppers. Dell (Nasdaq: DELL), Wal-Mart (NYSE: WMT), Anthropologie and Saks Fifth Avenue are among those working to reach shoppers through mobile devices this year.
Price checking within the store is the most common way that consumers plan to use a smartphone for shopping, according to Deloitte’s annual Holiday Survey. For the first time this year, the Internet is tied with discount stores as a shopping destination, and the amount of that traffic captured by mobile devices may vary from retailer to retailer. Many shoppers use a web browser to research their purchases but make their actual decision about where to purchase by using a smartphone to compare prices once they are in the stores.
Wal-Mart’s iPhone app aims to make mobile shopping almost completely frictionless by allowing users to add an item to their cart by saying the name. Or, for those who want the full shopping experience, the app will local store availability and in some cases aisle location of products.
Discounts are the focus of Dell’s mobile app, which users can download by texting OFFER to 335548. Despite its laser focus on the business customer in recent months, Dell is determined to get its fair share of consumer spending this holiday season. Its mobile app gets customers a $100 discount toward a Dell XPS 15 or 17 laptop.
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