Wal-Mart, Disney and others test cell phone applications that will change how we shop

There are some big changes coming for bricks and mortar retailing. It’s going cellular. 

According to a New York Times article, “Cell phones Let Shoppers Point, Click and Purchase,” you will very soon be able to buy that dress in the window by pointing your cellphone at it and ordering via your key pad. It seems that, should you elect to download the appropriate app, you will be able to do anything from the above purchase to being able to get more detail on a product to acquiring an instant coupon. 

This new technology is real boost for traditional retailers. Just think of the number of lost orders that will be saved because that size or style that was out of stock can be ordered instantly and shipped to the consumer’s home.  Also, think about those shoppers who don’t want to carry a product home because it is either too big to fit in the car or they are on vacation and don’t feel like trying to fit that oversized toy in the overhead bin while flying home.

If you think this won’t affect the toy industry think again. Wal-Mart and its Sam’s division as well as Disney Stores and even drug chain Kerr Drug are among those planning test various cell phone based programs.  

Will this be a successful new approach to shopping; probably but there is an element of big brother in all of this. How will shoppers feel about a new service supplied by IBM called “Presence” that will essentially track you once you walk in a store? It will provide you with instant coupons (the good part for you) but track what you buy, what you look at and how much time you spend in a particular department (the creepy part for you).

Creepy and / or good, make sure you stay on top of this. It could have a big impact on all of us as businesspeople, consumers and maybe even as citizens.