Retailers Reach Out on Cellphones

Thanks to Internet-equipped smartphones, shoppers are increasingly using software applications to check prices at other stores without leaving the mall. Now retailers are trying to use technology to fight back.

A start-up called Shopkick Inc., for example, has signed up Best Buy Co. (BBY) and Macy’s Inc. (M) as launch partners for a new kind of app for iPhone and Android handsets that detects when shoppers are in or near stores and offers rewards targeted to them. Shopkick exploits the phones’ location-sensing abilities–and cameras that customers can use to scan bar codes on items–to offer product information, coupons or other marketing offers when shoppers are in a convenient position to buy.

In a retail world that is typically divided between the “bricks” of physical stores and the “clicks” of online customers, Shopkick “is like bricks on steroids,” says Martine Reardon, Macy’s executive vice president of marketing and advertising. The app, she says, will help the department store find new ways to communicate with consumers while they are inside Macy’s and when they are nearby and might be lured into the store with just the right offer.

Read the rest of this post on the original site

Must-Reads from other Websites

Panos Mourdoukoutas

Why Apple Should Buy China’s Xiaomi

Paul Graham

What I Didn’t Say

Benjamin Bratton

We Need to Talk About TED

Mat Honan

I, Glasshole: My Year With Google Glass

Chris Ware

All Together Now

Corey S. Powell and Laurie Gwen Shapiro

The Sculpture on the Moon

About Voices

Along with original content and posts from across the Dow Jones network, this section of AllThingsD includes Must-Reads From Other Websites — pieces we’ve read, discussions we’ve followed, stuff we like. Six posts from external sites are included here each weekday, but we only run the headlines. We link to the original sites for the rest. These posts are explicitly labeled, so it’s clear that the content comes from other websites, and for clarity’s sake, all outside posts run against a pink background.

We also solicit original full-length posts and accept some unsolicited submissions.

Read more »