However, a new type of store is emerging. A virtual store front. The storefront (pictured below) offers aisles, products, store employees, and everything else you would expect from a brick and mortar location, however it actually does not house any inventory. The consumer browses the store and scans the bar codes of their desired product which adds it to their virtual cart.
At the end of their shopping spree there is a brief form to fill out essentially highlighting the payment method and where it will ship. There are of course a lot of business savings involved utilizing this method. There is no product to ship, less waste, less employees, and offers a clean and easy storefront for consumers. It also allows consumers to shop in these stores anywhere they are offered with simple delivery to their homes - there is nothing to carry out to the car. Lets say you were on a business trip but needed to grab a few things at the drug store... scan, purchase, and the products will be ready and waiting for you when you arrive home.
This is a great retail innovation and personally I can see something like this becoming a hit at airports and other travel hot spots. It also offers marketers a new opportunity. This is the hybrid of physical and digital. Advertisements and sales can be beamed directly to the scan device while in 'store' displays can still be utilized. New strategies can also be implemented - imagine a consumer who can just scan and buy. No planning, no pick-up truck for transport, no help required. Marketers can truly get creative in their attempt to target these unique stores. I expect to see a rise in this offering. Perhaps hybrid stores which offer the items on shelves as well as a 'to your door' service. A great idea with great potential. However, like most of the stories posted to the blog - time will tell!
Image via MarketingMag
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