It can happen to anyone...

Times change. Things change. Technology is often behind change in today's world. While everyone knows the potential benefits of labour savings and cost takeout behind technology, that's just the beginning.

Technology can cause vast changes in consumer behaviour, and retail is still changing after all these years, and will change constantly as consumers adapt to new technology. One doesn't need to look far these days to see the impact of this scenario. The iTunes Store, in business since just 2003, just became the 2nd largest media retailer in the United States after only 5 years in business. Many business confused CD sales with music sales, and were devastated.

While this is an extreme example, businesses need to constantly be on the lookout for this sort of momentous change. Not acknowledging major changes in the environment can kill a business far faster than in the past as this example indicates.

While we're not about to download groceries anytime soon, decisions on shopping are certainly being influenced by new factors. Consider a tool that tells you the best deals before you even leave the house. This availability of information can have massive repercussions that should be

foremost in management's minds if they want to stay on the right side of consumer popularity.

Using Mobile Well

Building on my last post on using mobile technology to change interactions with customers, I was fascinated with this mockup of a Starbucks application to purchase drinks using your iPhone.

This is just an awesome use of the mobile touchpoint. Why?

• It fits the brand well with a similar look and feel to the brick and mortar experience

• The vehicle fits a large portion of their urban, trendy, techno-savvy target market

• It provides Starbucks a direct link into their customers pockets - the store is always with them

• It provides an opportunity for queue management. Lines are long at Starbucks and having the order encoded as a 2D barcode could speed throughput.

Combine this with contactless payment for the client's Starbucks card, and you've got a neat little solution that suits the customer and the retailer. Amazing stuff. I only wish someone would really make it.

Updates and Upgrades for the New Year

A new year means change is everywhere!

I just received my new Driver's License in the mail today, and the government has upped the ante with a new look and new security features. It looks a little like something out of Blade Runner. Maybe we can get it on the phone next and keep the wallet lighter as per my previous post.

I also upgraded my mobile to Windows Mobile 6 tonight. I was incredibly nervous about upgrading it on my own, but it went very smoothly. The good news is that I have much better capability around email search and management, simpler navigation, a more visually sophisticated and easier to use calendar, and I can actually invite people to meetings from my mobile and see who else is coming to our meetings. It's not up to blackberry status, but this makes life much, much easier.

Even with my upgraded phone, I think there is a huge void on services available on the mobile in North America, and I can't wait to see which organizations latch on to this opportunity. I was at NRF Big Show in New York City last week where coupons available via NFC were demonstrated at the booth where I was working, and being able to point my mobile at a poster to use a coupon elsewhere was intriguing. Now I read that 2D barcodes are finally coming to America. We'll have to see how this shapes up, as both will require some hardware to use, but either way, the potential usage of these technologies are limited only by marketers' imaginations.

Mobility Today and Tomorrow

After a year and a half, I thought it was high time to patch up the blog and get back to posting.

What's engaging me these days? My mobile phone. It's a tremendous technology, and while it's been around in force for a decade and more, it's only just maturing. We're finally getting to the tipping point where the greater population can do more than use it as just a phone. North America is far behind other parts of the world on this but hopefully we can catch up to allow us to leverage things like:

Maps - Google Maps for Mobile works well and is a useful tool when I'm traveling. It's not a full function GPS, but it is functional and it fits in my pocket. It would be even better with built-in GPS to tell Google Maps where I am, but it's a great start!

Self Service - Checking in to your flight with your phone in the cab on the way to the airport is convenient and useful. Ordering Pizza without having to speak to a disconsolate adolescent is a bonus. Purchasing tickets, like train tickets or movie tickets and being able to redeem them with the phone. Banking on your mobile.

These name just a few of a plethora of services which have finally been embraced on the internet and will move to the mobile phone as they become more powerful.

What excites me most is the idea of the mobile wallet. Imagine being able to have all of your cards with you - credit cards, bank cards, gift cards, loyalty cards, and have them all on your phone. So instead of this...

...including credit cards, debit cards, special offer cards, coupons, gift cards, loyalty cards, pre-paid cards and more...




...you have something like Vivo Wallet, where you wave your phone at the reader and the transaction is done using Near Field Communications.

Let's think about the benefits. No more George Costanza wallet weighing down your pants. If you lose your phone, you can have the wallet deactivated, and you could put a PIN on it as well. You ALWAYS have the loyalty card. You don't have to remember to bring the gift card next time you go to the Gap, and it doesn't languish in that drawer in your kitchen. Increased convenience, and an opportunity to gain full value from all of your cards.

Retailers win as well. If consumers always have their cards, they get a better picture of consumer behaviour. I believe they want you to use all those gift cards. With no expiry date on most cards in Canada it is to their advantage to get you in the store using it. On top of that, contactless payment can increase throughput by speeding checkout times.

It is technically feasible today. We just need to get the infrastructure out there and it's coming. I'm looking forward to it.

More Eco-Logical Ideas

A number of years ago, plastic bags were the panacea we wanted. No trees are used, the bags are light, strong, keep our purchases dry and clean on the way home, and are very convenient. Here's the problem. They're almost so convenient that they have become invisible to us.

Last night I purchased 2 bottles of laundry detergent and a snack at a local store, and the cashier attempted to give me 3 plastic bags for them. My car was close enough that I could throw my purchases and hit it. I left the bags for another customer. Cashiers are always surprised at this, so I guess it doesn't happen often.

I'm glad to see that this is being addressed in North America. San Francisco has announced that they will ban plastic bags, and a small town in Northern Manitoba, Leaf Rapids, is banning them today. I think the bring your own bag movement will expand; it's simple, and it's a good idea. Like recycling, it's just about changing your habits.

If it turns to a widespread idea, then it will require some effort to alter things like self-checkout, but I think it's well worth it if we can do it right. If it's what consumers want, it will happen.

Doing the right thing earth-wise

My city just initiated a green box program, and I recently listened to a terrific CBC podcast with David Suzuki and Stephen Lewis on Taking the Pulse of the Planet, so I was inspired about how retailers and consumers can be ecologically responsible.

One of the most fascinating items I've seen on this subject is Hybrid Solar Lighting (HSL). Retailers have the lights on all day, and this relatively simple solution can save significantly on power. Terrific idea, in my opinion, and I would be in line to buy this for my home if we can hide the dish and keep the price to the point where it pays for itself in a couple of years.

I love the idea of getting off the electrical grid, and while some have made the substantial leap, it's still for the hobbyist with more time, money and space than most. I am encouraged that it is possible to take steps immediately to obtain "green" power. While it's more expensive right now, I'm betting that if we all invest, businesses and individuals can share the cost and bring it down to earth.

Barcodes are Everywhere!

It's true. You can't escape barcodes. While they've been around a long time, there are always changes afoot to put a new spin on them to better serve the supply chain and customers.

RSS or Reduced Space Symbology - take the guesswork out of PLU (produce lookup) with smaller codes, and ensure that the right codes are entered for items - [Nobody ever knows what celery root or dragon fruit is do they?]

Better yet, how about being able to label fruit and vegetables so that you can trace origin. A good thing considering the latest problems with e. coli on spinach and a similar problem we had in Canada last year with sprouts.

Now these guys have an interesting idea - growing barcodes on fruit with a stencil so that sunlight will fade certain areas of the fruit to "print" a natural barcode. Great idea. Here's my question: Did anyone tell the apple growers that red barcodes are invisible to barcode scanners?

While we're talking design, packagers need to be careful when incorporating barcodes flawlessly into packaging. Scanner performance can be hindered if codes are truncated or too small. But at least these guys are creative! On the other hand, you can really drive productivity by printing barcodes like this - see picture at bottom - that are asthetically pleasing and make it simple to scan.