Wednesday Aug 28, 2013

A Digital - Analog Merge

I recently downloaded an iPhone app called Pounce that furthers the concept of Commerce Anywhere.  Since weekly circulars are still an important part of reaching consumers, they continue to be a cornerstone in many retailers' marketing plans.  So Pounce augments the newspaper experience by allow users to point their mobile phone's camera at an item in the circular and have it added to a basket.  The basket can then be passed to the retailer's e-commerce site for normal checkout.  If you've per-registered your payment information with Pounce, you can checkout immediately on the mobile phone.

According to Business Insider, only Staples, Ace Hardware, Toys "R" Us, Babies "R" Us and Target are currently supported.  After downloading the app, I went to the Staples site and tried scanning a random item.  The app didn't recognize any items I selected from the website, but that's not what its suppose to do (I was trying to cheat).  So I clicked over to the print ads where my local newspaper inserts are available online.  The app was great at quickly recognizing those items, taking just a second or two.  In fact, as I moved my phone across the page it was grabbing multiple items and putting them all in my cart.  Obviously the app is "trained" to recognize only the items in the circular, which makes perfect sense.

This is another great example of merging the analog and digital worlds, letting each do what it does best.

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David Dorf, Sr Director Technology Strategy for Oracle Retail, shares news and ideas about the retail industry with a focus on innovation and emerging technologies.


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