Shopping
from a couch and tapping selections on a keyboard is pretty convenient (if a
little boring) and is one of the reasons why on line shopping is booming.
Introducing greater convenience into traditional bricks’n’mortar shopping trips
makes a lot of sense and Target’s latest technology is designed to achieve just
that.
Target US have an app, which when linked with beacon technology directs customers to the
exact spot in store where they can find the item on their shopping list. No
more aimless wandering, no more searching for a Shop Assistant, just go
straight to the right shelf.
Target
are able to curate their store offering by carefully positioning associated
products along the way and of course they can interact through the app on
alternative or complimentary purchases.
One
of the key reasons for the Toys’R’Us bankruptcy application (apart from massive
debt) was the fact that are an “aisle” store - a store that requires customers
to walk up and down aisles searching for their product. I won't mention a
certain major Australian retail market that does a similar thing. Target and
others are obviously keen to improve the convenience factor for consumers.