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.
That is pretty darn impressive and I think the key here isn’t that their material is online…it’s that their material is on YouTube.
YouTube has the largest user base of any video site and everyone knows how to embed and send YouTube links. By harnessing the capabilities of the site and directly interacting with their fans they’ve achieved an unheard of sales increase. Plus, how many new people have been exposed to their work as a result of this initiative? Probably a lot.
Too many times companies are concerned with the advertising that would play next to their content. The Python example shows that they should be more concerned with how the internet can grow DVD sales and expand and motivate a fan base. A motived fan base will impact the bottom line a lot more than trying to sell ring tone ads next to content.