Amazon was recently granted a patent that could be used to prevent brick-and-mortar retailers from leveraging technology in their collects that could stop buyers from equating premiums of in-store commodities to those online. Yes, it appears that a new patent who are able to avoid the course of carrying out showrooming, is now, hilariously , in the mitts of Amazon the extremely fellowship that helps most from those who implementation retail stores as a highway to scrutinize produces before deciding to buy them online, and often for less, on Amazon.com.
Of course, its probable that Amazon CEO Jeff Bezos had the foresight to apply for an anti-showrooming patent back in 2012, knowing that one day Amazon would expand into physical accumulations, and would need the technology for itself.
But its just as tolerable if not more so to imagine that Amazon was instead ensuring it would have a legal assertion against any physical retailer who tried to stop customers from expenditure checking entries on Amazon when in store.
The patent, called Physical Store Online Shopping Control, describes a scenario where a physical retailers Wi-Fi network can wiretap research queries that appear to be applications related to toll comparings, then take any one of a number of acts in response.
The most interesting response is that it could block the request altogether effectively avoiding the in-store shopper from leading world prices check at all.
Its so odd that this is now an Amazon-owned technology. After all, premium similarities are something Amazon has been in favor of for years even offering customers a Price Check app back in 2010 that would do the job for them.
Of course, Amazon may find itself on the other side of showrooming now that its a physical retailer, more. The companionship today hasbrick-and-mortar bookstores, cashier-free convenience stores under the Amazon Go brand, and oh, it only bought itself a $ 13.7 billion grocery chain with Whole Foods.
But there are other aspects to this anti-showrooming patent worth exploring, as well.
As it turns out, preventing price analogies is only one of the things a retailer could do when it enforces the technology described in the patent. According to the patents description, the retailer could also intercept the expenditure check research in order to offer to match the premium, incentivize the sale by providing a coupon, return information on complementary items, or evensend over a sales rep over to assist the customer, among other things.
While Amazon < em> may have some need to tackle showrooming in its own collects one day, being able to identify customers who are experimenting buys while theyre standing in the alley is perhaps more relevant in 2017.
Imagine, for example, a customer is googling for information on the most recent iPad, while standing in front of Amazons display of Fire tablets. Should Amazon want to employ this patents tech to abuse, it is able to identify these scenarios as the tech also informs the retailer of a customers physical site in the place. A sales representative could go over to the consumer to help them judge or answer questions. Or perhaps, leaved Amazons penchant for eliminating human activities, it could employ virtual help instead, to answer those questions.( The patent does describe being able to send a push notification to the customer .)
Knowing the shoppers in-store orientation could also be used to send targeted furnishes right to their mobile device, more. These additionally could be not just offerings for components that are nearby, but personalized ones. Thats because the patent is shown how it is able to accumulate historical information on a clients engages, based on situations like past obtains, then leveraging that ahead of taking an action like sending an offer.
In any event, this is all an endeavor predicting the tea leaves, and doesnt amount to much until Amazon actually keeps this to use if it ever does. Large tech corporations patent engineerings all the time. Some is indicative localities they might explore in the future, but still others imply more to defend its own position against the actions of their entrants. Amazon hasnt specifically laid down by any hopes with regard to this particular technology as of yet.