Retail on your smartphone and who needs actual cash presents stores, restaurants and marketeers with a whole other level of Google shopping in-store, on your phone.
Google is rolling out new initiatives this to bring another level to retail on the smartphone, all of which are (kinda) separate but clearly inter-related and clearly intended to make Google your best shopping buddy.
It all may be a little on the wonky side but if managed correctly could present amazing opportunities for marketeers and retailers or restaurants or sports or concert venues or just about any business which sells stuff at a brick-and-mortar location – or, heck, anywhere at all, really.
Google announced July 14 its version of a Bluetooth Low-Energy (BLE) beacon which it calls Eddystone. Obviously meant to compete with Apple’s iBeacon. The BLE beacons (it’s a thing) uses Bluetooth to transmit data to smartphones within its Bluetooth range, like a store or restaurant.
Together with WiFi and, even, sound, Google is building an overall tech tool it calls Nearby to easily transmit data to smartphone users.
“Today, it takes several steps — whether it’s exchanging contact information, scanning a QR code, or pairing via bluetooth — to get a simple piece of information to someone right next to you,” explains the Google Developers Blog. “Ideally, you should be able to just turn to them and do so, the same way you do in the real world.
“Nearby uses a combination of Bluetooth, Wi-Fi, and inaudible sound (using the device’s speaker and microphone) to establish proximity. We’ve incorporated Nearby technology into several products, including Chromecast Guest Mode, Nearby Players in Google Play Games and Google Tone.”
And if that’s not enough for you, how about combining that with Purchases with Google, which the giant tech firm will be testing as a way consumers can buy products directly from search results which pop up when one searches on a smartphone for, say, “Trek’s latest road bike.” (Hahaha, right.)
As Google coverts its Google Wallet into Android Pay, consumers will store pay-data (credit cards, most likely, or BrainTree or Stripe or others) and will through Purchases with Google make a purchase from the image or URL which pops up in a search result.
Walk into a store, get hammered with the special of the day – the latest Trek road bike – and, wham, buy it while look it one’s smartphone and the bright shiny floor model.
Or, maybe, check the menu on a new restaurant as one is walking in and order before actually getting to a table. (Fast food?) Or, maybe, have that beer, hot dog and peanuts waiting for you by the time you get to your seat along the first base line.
Maybe have that book author waiting for you at the book store with a copy already signed.
Or, maybe even, watch the movie before you get to the theatre – no, wait, that’s ridiculous.