Last week at the Internet2go conference CEO of Nearbynow Scott Dunlap demoed an iphone app supported by NearbyNow –the Lucky magazine app. The app allows app users to look at products featured in the magazine, search for locations near you where the product is available, and even put it on hold.

I love this app!

Like NearbyNow’s other Iphone offering it fills the needs of a very specific customer group, one who is not buying online, probably because they:

• are more likely to make impulse buys when they experience the product directly (as opposed to read about it or view pictures)
• like trying out products before they buy them
• are time sensitive

Think about it. How many people do you know who generally buy online only because of the stocking and service time issues at brick and mortar retailers? I for one fit the bill. Until NearbyNow I would go shopping to a mall once every few months, not because I don’t like or need to purchase, but because of the slow pace and low stock of a brick and mortar shopping experience.

And for those of you who think I am being overly critical of your favorite retailers, step into my shoes for a minute and try finding petite items, which are usually the first to go. Not to mention getting sales help in finding out whether an item is in stock takes forever and many times even if you place something on hold by calling in, the item can be gone when you get to the retailer.

Nearbynow’s website already takes care of a lot of these issues for me, but since it is on the web the only time I will be using it is when I am in a more investigative purchase process sitting down at home. Their other mobile app acts more like a store by store inventory confirmation, it doesn’t give me suggestions. Check out a video of that app below:

Video showing features of Nearby Now’s Iphone app

But their Lucky Magazine iphone app just makes my day! Imagine waiting in a line or something else boring and and inane and tapping through the app and leafing through magazine suggestions, finding something of interest, confirming it is stocked at a retailer close by, and putting it on hold all in 10 mins. That’s efficient and downright convenient, and it is also the next generation for you impulse/convenience shoppers out there.

Great job integrating online and offline shopping NearbyNow and Lucky Magazine! You have certainly taken shopping convenience and time saving to the next level. To learn more about the NearbyNow app and read what this app means from a brand advertiser perspective check out Greg Sterling’s blog.

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