Amazon.com launched a new Price Check app for smartphones that allows users to scan an item’s barcode in a store to check if Amazon has a cheaper price. If so, you can buy it right there in the store…from Amazon.
The Retail Industry Leaders Association is understandably upset claiming, “the app unfairly uses bricks-and-mortar stores as “showrooms to then purchase merchandise online from inside the store.”
Fair enough. However, I’ve never heard them complain when people go online to sites like Amazon to research products and services then go and buy them in the store.I’ve never heard Jeff Bezos publicly decrying that his conversion rates are lower because people do research and read product reviews online then go into a brick-and-mortar store to buy something.
I would encourage retailers to stop complaining about technology and focus on making the in-store buying experience exceptional for the customer. It’s the one thing Amazon can’t compete with. If you focus on great services and buying experiences customers won’t be thinking about apps on their phone.