For Retail Stores, Smartphones And Tablets Must Deliver Business Benefit, Not Just Look Cool

By James Mustarde, Director of Marketing, Twisted Pair via the Twisted Pair Blog

I recently observed an interesting communications gap while trying to purchase a fitness machine from a major store group.  This store has recently equipped its floor staff with iPads that they are required to wear in satchels.  These iPads are intended to ‘improve the customer experience’ according to my friendly sales assistant.

Having worked up a bit of sweat testing the various floor models, I asked my assistant about the availability of a certain machine. Anticipating a few quick swipes of his iPad, I was surprised when we walked over to the industrial strength pay station and consulted the main inventory database.  Good news – there were three in stock, one in each of three store locations.  Just not the one we were in.  I said I’d take one and go to one of the other stores to pick it up. Wisely, the assistant said he’d better call and check if they’re really there.

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