Friday, July 6, 2012

Amazon makes play for greater influence over in-store shoppers.

In a reflection of mobile’s growing importance for the in-store shopping experience, Amazon is bringing its augmented reality bar code scanning application Flow Powered by Amazon to Android devices for the first time.

Mobile phone owners are increasingly using their devices while they are in stores to assist with their shopping, whether it is to find a similar item at a lower price, read product reviews, find coupons or find items that are not in stock. By bringing the app to the Android platform, Amazon is enabling it to reach a broader audience, giving the app the potential to influence more shoppers while they are in stores making a purchasing decision.

“There is a battle going on between the ecommerce players and the multichannel retailers to win over the customer while in the store,” said Dan Lowden, vice president of marketing at Digby, Austin, TX.

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