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CASE 28 See It! Scan It! Buy It! Shortening the Path to Purchase with
Synopsis: Examines the viability of a new app that enables consumers to scan a visual image of a
product and buy it.
Use:
.
Discussion Questions
1. Taking the perspective of the retailer, what are the advantages and disadvantages of
adopting each of the Mobilibuy functionalities? As a retailer, would you adopt the
Mobilibuy system? If so, for which feature?
Advantages of Mobilibuy’s system for retailers:
Retailers who adopt Mobilibuy’s application benefit from two main advantages:
simplifying the mobile purchase process, and (potentially) increasing the conversion rate
of their advertising campaigns.
1. First, by integrating the retailer’s app into Mobilibuy’s system, retailers facilitate the
mobile purchase process for the consumer: instead of searching within the retailer’s
2. Second, retailers invest a lot of money in advertising their products, hoping to support
brand image as well as trigger product purchases. However, the consumer may forget
Additionally, retailers may also benefit from the following features of the Mobilibuy
technology:
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– Aisle extension: Mobilibuy’s system can be used to manage limited shelf space. With
Mobilibuy’s app, retailers enable consumers to scan and purchase products that they
Mobilibuy’s app disadvantages for retailers:
There are a few significant disadvantages for retailers who wish to adopt the Mobilibuy
technology.
Mainly, new technology adoption involves a process of market education.
In the case of “scan and buy,” consumers are required to change their purchase behavior
by instantly acting upon advertisements they see (by scanning them) and making mobile
Case Synopsis, Uses, Discussion Questions, and Answers
2a. What are the advantages and disadvantages of Mobilibuy’s technology for
consumers? As a consumer, would you download the app? Explain your decision.
2b. How can Mobilibuy, and retailers who adopted its technology, encourage the
app’s download and usage by consumers?
2a. Advantages for consumers:
The app (whether integrated in the retailer’s system, or Mobilibuy’s app) improves and
Disadvantages for consumers:
First, consumers who use the app might get confused about which ad is scannable and
which is not. After scanning a few advertisements and realizing that some of them are not
2b. Encouraging consumers to download and use the app:
As with any new technological innovation, marketers need to A) create consumer
awareness of the app and interest in it, and B) convince the consumers that it offers them
real value such that they would download the app, try it, and then reuse it. Both Mobilibuy
and adopting retailers can encourage consumers to download and use the app by the
following actions:
1. Add a “scan and buy” message on each scannable advertisement to increase awareness
of the app and prevent confusion regarding unscannable ads.
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3. How could the app affect consumers’ decision-making process?
The app potentially reduces the need for information search and competitor evaluation. It
increases spontaneous purchases and provides instant gratification. The app turns the
mobile device from a medium for providing information into a virtual store, and helps
To summarize, retailers that use the Mobilibuy platform thus can influence the purchase
process by
– Triggering need recognition (through social networks or advertising).
and Future Research Avenues.
Journal of Interactive Marketing,
34, 37
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