Years ago, when I first got to college, my cell phone plan came with a mere 250 minutes/month, limited texting capabilities and was easily two years away from any sort of camera installation. Fast-forward to 2009 where my phone that can do almost anything short of cleaning the bathroom, is the first thing I reach for in the morning and the last thing I touch before bed - earning it the affectionate nickname of "precious" from my boyfriend.

I'll be honest - when I first got my iPhone it took me a little while to take full advantage of all the applications. I was so used to just using my Blackberry for phone/email/texting. But that sure didn't last long, as I now:

•    Have zero need for my Garmin to get me from A to B
•    Always know my bank account balance prior to my next online purchase
•    Entertain myself on the bus with games or pay bills if feeling productive
•    Put together my next day's outfit while waiting in line at the grocery store
•    Make dinner reservations from my Southwest window seat
•    Get all my USA Today/WSJ/NYT headlines while picking up my morning coffee - without 
     killing a single tree

Clearly, we're ALL multi-tasking and we have a constant need for stimulation. Mobile apps feed that desire, but perhaps insatiably.

There's always a way to make everyday tasks and information faster, easier, more accessible or impressive than ever before, and brands recognize this. But how can they be sure their investment is worthwhile? Will it be downloaded? Will it get talked about? Brands know where people consume their information (on the go), recognize their touch points (their mobile device that's always with them) and now they're listening...

AdAge hosted an "Apps for Brands" event today in NYC that addressed similar issues - check out what was covered here

So all this said, if your favorite brand could build an app, what would it do?

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Most people appreciate that little vote of confidence prior to a purchase - no matter how big or small.

Do I want those pants in red or white?
Should I get a 26" or 42" TV?
A full-size sofa or loveseat with a pull-out?
Gold or silver earrings? Or both?

Easy to get a pal's opinion when you're browsing together, but what about when you're shopping online - at home or at work - with NO ONE to help!?!

With online engagement growing faster than ever, "social shopping" is beginning to change the game for online shoppers...and retailers. Tools like ShopTogether® -- where shoppers can ask questions, share comments, and more -- boast stats like:

•  25 percent more items placed in cart
•  50 percent higher average order value
•  400 percent more time spent on site

For online retailers, this can be huge. Charlotte Russe and PetCo Animal Supplies are reaping the benefits of integrating social media of all mediums into their shopping experiences - from fashion shows on YouTube to new product debuts on Facebook fan pages. (Read more here.)

For all the fitness fashionistas, I highly recommend Lululemon's Facebook fan page. A great way to converse about favorite new products, workout tips, store offerings and more.

As more and more people turn to their favorite online channels for recommendations on purchasing decisions, marketers have a unique opportunity to join consumers in conversations and become the professional 'pal,' providing opinions and insights into even the smallest shopping woes.

The bottom line for me and my friends? We can shop for all our seasonal must-haves and play "the great purchase debate," minus the chaos of Chicago's Michigan Avenue.
 


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