Media Analysis: Point, Click, Purchase

Online shopping has hurt stores over the last few years. With the convenience of a click of a mouse and a whole outfit and groceries are purchased people had no reason to leave the house and search isles for what the wanted. But now that same convenience is becoming an iPhone application. No longer to customers have to swipe their credit cards or search for cash. Norma Kamali’s boutique in Manhattan set up an application that allows customers to take a picture of the item and purchase it right there on their phone. Purchases can even be made through store windows at night. The term “window shopping” has been taken to a whole new level. If the store doesn’t have the correct size the application will locate one and have it sent to your home.

Courtesy of the New York Times

Grocery stores to advancing towards the same idea. Application for locating any item in the store will be set up. If looks for shampoo or apples, your iPhone can direct you to the correct isle. So much for store customer service, employees will hardly be needed anymore. Though I am not quite sure I understand the logistics of it. While I enjoy meandering the isles and deciding which items I want to buy, I understand it is stressed for many. If these people are clicking away and purchasing their whole shopping lost on their phone, how is it confirmed that everything has been purchased. Is there anyone checked to make sure you did click and purchase everything in your cart? And will it make it more efficient for stores to have people updating applications rather then checking people out? And what happens when stores re-merchandize? New applications keep coming out everyday saying that the way things run are going to change. I feel as though this is a slight overstatement because there is no way that everyone will conform to these new ways.

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