6-10. Do manufacturers use SoLoMo? Find examples of or make suggestions as to how manufacturers can use this type of targeting. (AACSB: Communication; Reflective Thinking)

Imagine walking into a retail store that has very little merchandise on display. Technology company Hointer is allowing retailers to do just that. For example, the company’s store in Seattle has only one of every style of clothing hanging on display, seemingly floating in the air. With the store app, customers simply scan the tag to get information about each product, read reviews by others, access media clips, and request that the product be added to their fitting room. Once in the fitting room, customers can request other sizes or styling advice via a tablet on the wall or through the mobile app on their phones.
Customers return products they don’t want through one chute and another size is delivered through another chute in about 30 seconds. With one click, customers can check out on a mobile device or at the sales counter, and they can share their purchases with others on Instagram, Facebook, or Twitter. Sales associates still exist, but they are likely using the associate’s tools to monitor customers’ choices and suggest matching items of clothing and accessories. All this is possible with Hointer’s suite of SoLoMo tools for retailers—eTag, Digital Connections, Omnicart, Associate Tools, and Whoosh Fitting Room.