In-Store Barcode Scanning & the Reverse Price Match
Mobile barcode scanning can lead to more than websites and rich experiences.
I was reminded of this earlier this week when one of my sons returned from Best Buy with a new, high-performance multi-terabyte hard drive (he’s a videographer and deals with large video files) for his computer.
He proudly informed me he got a deal after scanning the barcode. As you might expect, he has grown up with barcode scanning as a routine part of his in-store shopping behavior.
Unlike many, he never had a BlackBerry but started with Android. Over the years, he has joined me in retail store visits to monitor various shopping behaviors and test new scanning apps in trials.
But this time his scanning experience was different.
Rather than scanning a barcode to see who had the best price so he could have Best Buy match it, he had what he called a “reverse price matching” experience.
His ShopSavvy barcode scan showed that not only was the price listed on the hard drive lower than anywhere else, it was even lower than the price Best Buy was listed in the app as selling it for, both in-store and online.
Rather than a price match from digital information, he identified that the physical price on the physical product was lower than any other price, including online-only seller prices.
He concluded from the specs that the price had been increased digitally and online but not yet at the physical shelf. He quickly bought it at the lower price.
This scanning experience is just one example of the power of mobile in the path to purchase.
It’s not just about scanning a barcode to get a price match; it’s really about being totally informed in real time to assure the consumer is receive the best value.
The shopper may decide to make a purchase at the moment, ask a retailer to match a competitor’s price, purchase at another store or buy online. But the entire decision process is controlled by the consumer.
Barcode scanning is yet one more access point to quick knowledge and insight.
We know from a recent Deloitte study that two-thirds (66%) of shoppers plan to use their smartphones to get price information while a majority (60%) plan to find discounts, coupons or sale information.
Mobile shoppers are looking for an advantage. Deloitte found that competitive pricing remains the top mobile incentive. But it’s more than that.
Mobile shoppers are receiving information and empowerment.