IF THERE EVER WAS an instance of “the medium is the message,” tablets are it. Their tactile mode of interaction, image quality and scale, and untethered connectivity create a unique formula for shopping. Yes, PCs and smart phones each share some of these traits, but not all of them, and that is the difference.
Of course, shoppers don’t analyze the mediated retail experience much. I think most folks experience tablets on an emotional, instinctive level and do what comes naturally. It’s up to merchants to try to address those behaviors with relevant interactive options.
Tread lightly in this regard. Preferences change in a heartbeat, so it can be a mistake to try to corral shoppers using custom apps. Nimble is better than powerful; responsive is better than proprietary; rapid life-cycles are better than sunk costs.
[Tenser excerpt from “Will Tablets Reinvent How We Shop Everywhere?” discussion on RetailWire.com, Jan. 23, 2013.]