While the long-awaited transition to EMV chip cards is taking shape, one thing is immediately clear: customers are not aware how to use their new chip-enabled cards in the new readers, and it is falling on the cashiers to educate them.
According to Prosper Mobile Insights, cited at Forbes, “More than half of people who own a mobile device plan on using it to shop this year.” With apps like BarCode Reader, Price Check by Amazon, RedLaser by eBay and ShopSavvy, the allure of mobile showrooming only grows. This holiday season, a whopping 80% of retailers expect some sort of impact from mobile showrooming ... and they’re facing it head-on with savvy marketing tactics like these:
We have a Firestone Complete Auto Care Store across the street from our office here at Media Logic. They mainly sell tires and do some other car care maintenance. I hadn’t been in the store in a year or so, but this week I had to stop in to get my wiper blades replaced (I know, I should’ve gone to Pep Boys and saved $20, but I didn’t).
Upon entering the store it was clear that the interior had been completely overhauled since my last visit. They did a really nice job. It was as if Firestone decided to tap the modern marketing ethos – facilitate conversation and establish authenticity – as their design inspiration.