Apple is about to complete its conversion to a merged-channel retailer—and maybe put its first stake in the ground for mobile payments, too. Most critically, Apple is changing how it doles out bonuses and commissions, which is the only way to get anyone's attention. Sales will no longer be credited to the division (online or in-store) that collects the money, but to whoever actually delivers the product. On November 3, Apple is expected to roll out a new system that will merge its in-store and mobile-commerce channels, offer a 12-minute turnaround time for M-Commerce orders and reward brick-and-mortar stores for pushing customers to shop online and pick up in-store. And—as you may have heard—it's letting customers do self-checkout, too.
If that sounds like an afterthought, it very nearly is, even though self-checkout alone would be a big deal for most chains. What Apple is primarily trying to do is demolish the wall between stores and M-Commerce. It may not work—that 12-minute turnaround promise may just be impossible, and some of Apple's plans for prioritizing customers can collapse when things get busy. But if it does work, it may also represent Apple's demonstration of how it plans to offer mobile payments to other retailers—without either NFC or mimicking a plastic card.Read more...