L'atelier's Files

The state of mobile shopping

Mobile shopping was big in 2011 - and it is probably going to be huge in 2012. Here are some key elements to understand a disruptive innovation from California, South-America and everywhere else !

Pew Research

Mobile shopping isn't just about coupons. It isn't the only way to do O2O (online to offline) conversion either, but it is a major way to do so. Mobile usages are growing faster than ever : it started with recommandations, sharing one's location and gaming, among other things. Today, mobile device are very close to what marketers have always dreamed of: a device to interact with customers, a device to promote goods and services, and a device for transactions and payments.

From SoLoMo to stores

Also, mobile shopping isn't one of those "only for geeks" things. It's a mom's habit, it's a low income worker from Africa's habit. In this compilation, you will discover how the mobile device adoption is growing, how consumers act with SoLoMo (Social Local Mobile) applications, how to transform boredom into business, how a printed catalogue can pave the way for a virtual store, and finally, and latest developments in Brazil.

Mobile Shopping Now a Reality with Image Recognition Technology

By November 25, 2011
saveup large

Using SaveUp enables you to order a book or a CD quickly and easily by taking a photo of the product you want from a street ad or in a shop.

Polish company iTraff Technology has developed SaveUp, an application to foster impulse buying. It enables shoppers to make one-click purchases just by means of a photo. All you have to do is to take a picture - of the cover of a book, a CD sleeve, or a street billboard advertising a video game for instance - with your mobile phone. The app will then automatically find the cheapest offer on partnered online shopping sites. It will also direct you to a virtual version of the product you’ve photographed, if one exists. You can then make the purchase by using a pre-filled form containing your personal details. This is stored in your mobile phone and forwarded to the servers of the various sites as and when necessary.

Quick as a flash photo

"We’ve based our solution on recent studies which show that the idea which drives the impulse buy remains in the consumer’s brain for only a few seconds," Arek Skuza, co-founder of SaveUp, told L'Atelier. "We’re aiming to offer the user the freedom to satisfy the impulse wherever he or she is, otherwise s/he’ll forget it very quickly." Excellent image recognition software has been developed on the back of the progress made in smartphone technology, especially the improvement in camera quality. This initiative is reminiscent of PixlinQ, on which L'Atelier reported several months ago, and also ShopGate in Germany, relating to catalogue-based sales. Using photos as the communication medium also means that users don’t have to type product names - which they can’t always spell correctly - into their mobile phones.

Focus on cultural/entertainment products

In contrast with international platforms such as Amazon, SaveUp focuses only on cultural and entertainment products and has set up its partner network accordingly. There are several reasons for this. One the one hand, "more than 60% of m-commerce revenue in Europe comes from sales of books, CDs, DVDs and video games. We wish to remain a highly specialised bridge between the customer and the sites," explains Arek Skuza. On the other hand, impulse buying only works for low-cost articles – of around €10-15. SaveUp is already well-established in Poland with 50 online partner stores and the company now plans to expand its activities outside Poland. "We plan to start up soon in the UK and Germany, and we’re actively looking to set up partner agreements in France," concludes Arek Skuza. 

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