No one leaves the house anymore without a smartphone. It knows all the answers, every appointment and can tell us telephone numbers that we no longer have memorised. Smartphones are guideposts without which we would be lost. And that is exactly what retail is exploiting – the Guided Experience. Increasingly more, and increasingly more directly. No matter what the industry, smartphones guide us – together with touch screens on the various devices and in various forms – through the shopping experience and to the right product. Prices change with the touch of a button, additional sales pop up on the display. Basically good for customers, but the in-store networking also harbours risks. Opaque data collection and storage, or even hacker attacks. And: One always needs to reckon with unsolicited advertising after a shopping spree.
Smartphones will signpost the way
through the shopping experience of the future.