- Stance, a sock and underwear retailer that has six stores and an e-commerce site, now lets in-store customers skip the checkout line by paying for merchandise with a smartphone without having to download a separate mobile app. Customers point a mobile browser to a short URL to scan barcodes on product tags and check out using Apple Pay, Google Pay or a credit card, per a statement shared with Mobile Marketer.
- Moltin, a U.S. developer of e-commerce software, created the application program interface (API) for the browser-based, progressive web application that is optimized for mobile.
- Paul Zaengle, executive vice president of direct to consumer at Stance, said the deployment of Moltin's technology took less than two months. Motin's API backend allows the solution to integrate seamlessly with Stance’s existing infrastructure, including its KWI POS system.
Retailers are experimenting with a variety of mobile technologies to improve the in-store experience, with one of the biggest frustrations being long checkout lines. Stance’s browser-based solution provides customers with an alternative to checkout lines or kiosks by saving the step of having to download an additional app that takes more time, adds to smartphone clutter and requires more mobile data usage.
Other retailers' self-checkout options have gotten mixed reviews. While Macy's and Urban Outfitters are testing mobile self-checkout options, Walmart dropped its mobile Scan & Go service last month. Apparel stores like Stance might see greater adoption of self-checkout because customers usually have fewer items to scan than at a big box retailer like Walmart, especially if the service is easy to use and doesn't require a separate app download.
Mobile point of sales technology is a priority for the IT departments of many retailers, according to a survey by technology provider Riverbed. Almost all (98%) respondents said technology, particularly cloud-based solutions, that improve the customer experience are key to transforming the digital retail experience. More than half (53%) said this goal means using applications that reduce friction from the purchasing process.