The Hand-Held Marketplace

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The Hand-Held Marketplace

By Ruth Michel

The Hand-Held Marketplace

A Shopping Evolution

The marketplace is constantly evolving, adapting to new technologies, processes and consumer preferences as they arise. It began with bartering and bazaars, evolved into department stores and shopping malls, was rocked by superstores like Wal-Mart and the electronic stock market in the ‘90s and started leaving stores altogether with the advent of online shopping.

As author Seth Godin quipped, “Stores went from being buildings to becoming websites… and now to devices.” That’s where we are today –shopping on our iPhones over a Lean Cuisine in the employee lounge. Last week I bought a toaster oven in the comfort of my living room.

If you shake the dust off an old marketing book you read in college, you’ll remember the term “vertical integration.” Essentially companies like Amazon.com have taken over multiple parts of production. Once again, the small business quivers.

Join Them

Perhaps the old proverb is applicable here: If you can’t beat them, join them. Figure out which outlets make sense for your products. If you have an antique gallery, make a splash on eBay. If you’re selling cake pops, start peddling your tasty treats on Facebook. You’ve heard “there’s an app for that,” but is there an app for your product?

If you feel behind the times, don’t be blue. Handheld devices are like hundreds of thousands of potential satellite stores for your brand. Google realized this switch when they introduced their Google Wallet app in September. Companies like this give us examples to follow when it comes to creating user-friendly, relevant consumer tools.

It’s the consumer that is benefiting with an increasingly personalized shopping experience that saves them time and money on taxes, gas and products. It’s no wonder that mobile purchases reached 102.1 million in 2010 and were expected to grow 38.2 percent in 2011, according to Gartner, Inc. What will you do to anticipate this growing phenomenon in 2012?

2 Responses to “The Hand-Held Marketplace”

  1. Reply 6 Social Marketing Lessons I learned from Pinterest | Grand Incentives Blog says:

    [...] Crisscross I’ve already started looking on Pinterest before making purchases. They even have this area called “gifts” where you can search for products according to price. [...]

  2. Reply Everything your business needs to know about QR codes | Grand Incentives Blog says:

    [...] the walls. Customers could fill their virtual shopping carts by scanning the food they wanted and checking out with their smartphones. Then Tesco would hand deliver purchases to their customers’ [...]

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