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And Finally - Is there no end?


Posted At: 17 November 2011 00:23 AM
Related Categories: And Finally, Retail, Retailers


Just when you thought Apple had reached its innovative limit, it has been announced that a new iOS app will allow customers to collect items in its stores 12 minutes after ordering them via their mobile.

So, imagine the scenario: You’re in a queue. Not at the bank; you do that online. Not at the Post Office; they no longer exist in your neighbourhood. Not at the supermarket; they deliver. Wherever, with minutes at your disposal, you download this latest app, decide you need an iPod/Pad/Parsnip (sorry, the virtual vegetable has not actually been invented yet) and order away.

Let’s cut to the chase, literally, you have 12 minutes to leave your queue, jump back in your car (they may not have realised yet, but unlike Tesco, Apple do not have a store in every postcode sector), find somewhere to park and screech into the Apple Store.

Then you decide you don’t like it, it’s not your colour.

We wonder if the innovators at Apple are struggling without their leader? The telling points are:
- The app effectively allows consumers to undertake the transaction themselves and simply use the store as a pick-up point. (Apple techies no longer required, but a useful role for a Post Office)

- The service will only be available for products which are in-stock at the intended pick-up location. (If you’ve got to be there in 12 minutes and you can only have what they’ve got in stock, why not just go there and browse anyway. At least you won’t plump for something in the wrong colour.

SnapShop Verdict = unimpressive

The next app will be, of course, one that allows you to order something you don’t yet know you want. Actually, Apple have mastered that already!

Comments Comments (2) Twitter Twitter


This sounds like a solution for a problem that doesn’t exist! And who would be able to get there and pick up their items anyway? Katie Leaver

Even though I have (at times) mild technophobia I have to disagree with the negativity in this article. I think this new ‘app’ will greatly appeal to those who are lacking in the time department. Let’s say for arguments sake my other half has an iPhone (he does) and I would like an iPad for Christmas (I do) and so on his tea break he could order said iPad (he won’t) and collect it in that very same tea break – all other Christmas shopping would be left to someone else to do (me) so job done: he is happy – pressie shopping done (without the need of a gormless techie) I am happy on Christmas morning looking for apps that will sell me something else I never knew I wanted… OK so with this new idea Apple's techies will not get as many upselling opportunities but customers have another service to use and tell their friends about, thus increasing the footfall to the store.

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The opinions expressed herein are the personal opinion of the author and are not intended as statements of fact and do not represent the view of SnapShop or Pragma in any way.


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