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Tuesday, January 29, 2008

Retailers try out mobile checkout

FROM THE PITTSBURGH TRIBUNE-REVIEW

Retailers try out mobile checkout

By Kim Leonard

TRIBUNE-REVIEW
Saturday, December 8, 2007

The green and red gift card packages at American Eagle Outfitters stores this season play music and record personal greetings.

Consumers will find another "wow" factor when they buy them.

The South Side-based retailer is testing a mobile checkout concept for gift card sales in 50 of its stores, including seven in Western Pennsylvania. Sales associates carry devices about twice the size of a cell phone, ringing up sales of the cards and allowing customers to skip long lines.
Apple stores, including locations in Shadyside and South Hills Village, did away with checkout areas during renovations in the past year, moving to a similar system. Other stores and supermarkets in the United States slowly are adopting portable point-of-sale systems, though acceptance is stronger in Europe.

American Eagle has been looking at its numbers since mobile checkout kicked off a few weeks ago, "but it's too early to tell if our gift card sales are up," said Rick Milazzo, the company's chief information officer.

While portable checkout and scanning devices have been around for about 15 years, they haven't taken off much yet domestically because of factors including cost and the sense that customers still like dealing with a clerk at a counter, said Tony Gao, a retail expert and marketing professor at Northeastern University in Boston.

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