Solutions & Innovations
Can Apps ‘Fundamentally Change’ Shopping? A roundup of technology-driven tools that drive consumer understanding, engagement and conversion on every step of the path to purchase. BY B I L L S C H O B E R
In December, Tempe, Arizonabased BrickSeek, a 6-year-old service that checks inventory both online and in-store at some of the nation’s largest retailers, launched its first app. The app is being made available to all membership levels — Basic (free), Premium ($9.99/month) and Extreme Deal Hunter ($29.99/ month) — on both the iOS and Android platforms. BrickSeek says it has inventory checkers operating with a number of major chains, including Walmart, Target, Lowe’s, Office Depot, Home Depot, CVS and Dollar General. The BrickSeek app’s barcode scanner lists available online offers for a specific product, as well as info that can be used for price comparisons across retailers and availability in-store nearby. All membership levels let users do basic things like create and manage alerts, but those with higher levels get to see key deals first, access nationwide trends data and greatly expand their personalized search areas.
Klarna, the Swedish global payments provider and shopping platform, unveiled an all-in-one shopping app in November that the company says “will fundamentally change” the end-to-end shopping experience. The app, available in the U.S., U.K. and 11 other Eurozone countries, will enable shoppers to perform multiple actions without having to switch between apps, such as: Shopping at all stores In November, Los Angeles-based ZeroWasteStore online, unlocking deals and price-drop alerts, and tracking (ZWS) extended its online sustainable marketplace delivery and returns on all Klarna and non-Klarna-bought through an app it claims will be a “first-of-its-kind” items. It also adds a “Buy Now, Pay Later” (BNPL) tool sustainable shopping experience. The company says that sets up interest-free flexible payments at all online that all orders handled through the app will be carbon retailers — regardless of whether they’ve partnered with neutral and packaged with zero waste, using only Klarna or not. This financing option is delivered through materials that are backyard compostable or recyclable. “virtual one-time cards” that Klarna says are free to use. The new app, available on Apple and Android devices, Future features may include a collective loyalty card offers enhanced search functions through categories space and visibility into price histories, reviews and store such as “low-waste swaps” and “zero-waste items,” while availability. Klarna, which has its U.S. headquarters in letting users discover brands such as Stasher, No Tox Life, Columbus, Ohio, says that 18 million consumers already Elate Cosmetics and Suds & Co. shop through the app every month.
Bill Schober is Editor Emeritus of Path to Purchase IQ. He’s been associated with the Institute since 1994, covering all aspects of consumer marketing with a special emphasis on the shopping experience. He welcomes any questions, comments, requests or pitches about Solutions & Innovations, and can be reached at bschober@ensembleiq.com.
January/February 2022
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