Meeting The Consumer Where They Want To Buy

What channel is this?

Imagine—Young-Jae, a South Korean professional, stands on the platform of a subway station. As Young-Jae glances back and forth between the station schedule and his mobile phone, a large ‘flat-screen’ catches his eye. It looks like a digital version of his neighborhood grocery store: milk, juice, bread, soda … even the shelf height is correct.

The station’s schedule flashes: ICHON TRAIN - 2 MINUTES.

Young-Jae opens an ‘app’ on his mobile phone, logs on, and checks his shopping list. He starts scanning items on the screen. Milk, times two; bread; soda … diet.

Young-Jae clicks Finish and Pay, selects In-Store Pick-Up, and confirms his desired store. Because he’s used his loyalty PIN, the app knows the store where he shops.

The station’s schedule flashes: ICHON TRAIN ARRIVING.

The application prompts him, Pay Now or Pay At Pick-Up. Young-Jae starts walking toward the train doors, takes a seat, and clicks, Pay At Pick-Up.

As the train doors close, Young-Jae’s mobile phone buzzes. It’s a text message with links to pick up instructions and a QR code he’ll use to identify himself at the store after work when he picks up his order in-store.

Now imagine you were on the same platform. You watched Young-Jae order with his mobile phone via a retailer-specific application by scanning items on the digital window. The retailer’s order management system handled the fulfillment of his transaction, and when he picks up in-store, he will pay at a typical point-of-sale terminal. Ask yourself, “What channel is this?”

Want to read more? Download this white paper below!