As Amazon’s Fire Phone finds its way into consumers’ hands, brick-and-mortar retailers are on guard. Amazon’s new device is equipped with technology that seems to have been designed to take showrooming to new heights — or depths, depending on one’s perspective. The Fire Phone, in brief, has functionality that lets users scan an item they see in front of them or in a magazine. The device identifies the item and then presents the shopper with the opportunity to purchase it online — at the Amazon store.
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The Retail Channel Is Dead - Long Live the Omnichannel
Posted by: Erika Morphy July 29, 2014 06:55 PMAs Amazon’s Fire Phone finds its way into consumers’ hands, brick-and-mortar retailers are on guard. Amazon’s new device is equipped with technology that seems to have been designed to take showrooming to new heights — or depths, depending on one’s perspective. The Fire Phone, in brief, has functionality that lets users scan an item they see in front of them or in a magazine. The device identifies the item and then presents the shopper with the opportunity to purchase it online — at the Amazon store.