Meeting the Expectations of the ‘Google It’ Generation — A SPN Exclusive

I like to think that I’m pretty much on top of things technological, but every once in a while I’m struck by how those brought up entirely in the digital age seem to be hardwired a bit differently than those of us who encountered the internet and all that comes with it as adults. I’m humbled to admit how many times my daughter has had to say “just Google it, Dad” – with that look of affectionate exasperation that daughters have for slow-witted Dads who have to be reminded from time to time of what’s out there in the way of answers for any question that comes up, at any time. She’s part of what I call the “Just Google It” generation – a generation of consumers who will go cradle to grave with instant information at their fingertips at any moment of their lives, from any location.

How do we meet the expectations and demands of those who take the instant availability of information as an inalienable right? To steal a line from Target – these are consumers who “Expect More” for sure, and also expect to “Pay Less” because the tools they have to work with make it instantly and effortlessly possible to, for example, know whether or not something they are about to buy is available down the street at a lower price.

Some of the big players clearly “get it” and are rolling out new mobile apps that are changing the core nature of the shopping experience for those who, like my daughter, are ready for it and in fact demand it. Home Depot and Wal-Mart, to name two, have started putting their store layout plans on smart phone apps. Features include display aisle numbers on items the consumer has searched for – it makes it quick and easy to find things, and thus capture impulsive buying decisions and increasing sales.

The result is that mobile in essence can bring the online store into the physical brick & mortar store location. An indication of how meaningful this is – at Wal-Mart, within two weeks of launching the indoor navigation app, about 15% of page views came from shoppers in the store. This is an astonishing figure – one that says that in implementing such apps, the retailers are not ahead of the shoppers, they are behind, they are playing catch-up and that’s both exciting and alarming at the same time.

Today’s connected consumers are completely ready for the next innovation that combines mobility and access to information that speeds up and enhances their shopping experience. In fact they are beginning to demand it.

Where will this lead? If consumers are that ready for navigation apps like the ones Wal-Mart and Home Depot have introduced, what else are they ready for? The core need is to access information easily and quickly whether online from home, or on a mobile device in or on the way to the store. The successful retailer of the future is going to find a way to interact with their customers on a higher level than has ever been the case before, involving them in social media, asking them sincere questions, and answering their questions thoroughly, and by doing providing value – and through all of these efforts increasing sales.

The change is not just evolutionary – this is a sea change and it’s happening all around us. We had better be ready or we’ll end up as some crusted barnacle-covered wreck at the bottom of the 21st century ocean. It’s time to step up our game.

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Rick Berry is the president/CEO of ABC Mobile Pay a mobile pos payment solution and technology provider based in Valencia, CA.

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Meeting the Expectations of the ‘Google It’ Generation — A SPN Exclusive

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