Product info and pricing comparison.
We already know that over half of today's customers are owning some form of the smart phone, and a large portion on them compare the product information and pricing when shopping. On one hand this could be a trouble for brick-and-mortal retailers as customers find what they want and then order it online, but on the other hand it creates an opportunity. When you show customer online competition's price comparison and match the prices in store as it is today possible in Sears stores the customers will appreciate this customer service and less likely go shopping elsewhere online.
Limited physical space.
The reality in most of the stores is that the space is limited and having every possible model on the shelf is expensive. Having the mobile tablet product showcase and comparison solves the problem as the salesmen can show one item and talk about 4 other that might not be present. Having a set of WiFi enabled tablets is much cheaper than stocking every possible jewelry, or appliance item.
Mobile checkout
Apple stores spoiled us -- standing in checkout line may be a deal breaker, especially when customer already has spent the time with the salesman. There is really no excuse even if the integration to existing system is difficult. Second part of the mobile checkout is the fact that it could be done from the customer device, there is absolutely no reason why not. If there are standing in the store choose the item, scan/enter the idem number and checkout online the store system should know about the purchase and they should be able to get receipt, disable the security tag and talk about. Instant gratification, no need to ask about credit card, gift card, points -- all should be included.
Customer assurance - a bit of psychology
When I walk into a store, may it be a small Chinatown camera shop, or major retailer, if I can review and compare the product ratings, reviews and pricing with the salesperson and I know that the item is what I am looking for and price is reasonable, not necessary the lowest, as the instant gratification has its value, then I might be inclined to buy on the spot. Otherwise the seller only gives an excuse the customer to walk out and think about it a little more.
Salesmen ain't that smart
Let's face it, when I go shopping for a mobile phone or a camera the salesmen does not know nearly enough to help me -- if he knew, I, or someone else, would have hired him away from that position. Yes, they are very good sales-people out there, but their skills are usually social, most of them lack the knowledge of the details of the full line of the offering. All of this is another reason why having a tool that is attractive and useful in sales process is essential in today's interconnected world.
