The Edcon SmartShop app allows customers to use their phone's camera to scan and read the barcode on a product‚ check the price and look up stock in real time to see what sizes are currently available in all stores‚ and view their account details.
The app was developed by local mobile application development company‚ 3fifteen Technology Solutions.
According to 3fifteen‚ the functionality will eventually become a full e-commerce platform that will enable customers to search the full Edcon catalogue for products and purchase items‚ and then have them delivered to their homes without the need ever to set foot in a store.
Priya Thakoor‚ project integration manager at Edcon‚ says the clothing‚ footwear and textiles retailing group wanted to develop a functional mobile application that would empower customers to make more informed purchasing decisions.
"In the past customers would have to look for an attendant to get help or information on a product‚ but they were not always immediately available‚" she says.
Tarkan Diraz‚ digital marketing manager at 3fifteen‚ says if an item is not in stock‚ the app also enables users to order stock via the existing Edcon FashionHotline system.
"While this is not a full e-commerce platform yet‚ the app can put a request into the system‚ which triggers a whole cascade of events. For instance‚ if the item is not available‚ customer care will be notified to contact the customer to make alternative arrangements. But if there is stock‚ the item will be delivered to the user's preferred store‚" Diraz says.
Additional functionality includes Facebook integration - allowing users to upload details of specific items to the social network.
"There is more that can be done with this technology in the retail sector‚ so we will continue to look at other ways to provide more value to the buying experience through mobile technology‚" Thakoor says.
"E-commerce is also growing rapidly in SA‚ which is why we wanted to get into the market in the early adopter phase and enhance the shopping experience for our tech-savvy customers."
The Edcon SmartShop application is available for free download from the Apple‚ Android‚ Windows Phone and BlackBerry app stores.
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