NEW YORK (TheStreet) -- In a bid to better cater to the evolving needs of today's tech-obsessed consumers, specialty retailers such as Abercrombie & Fitch (ANF) are installing mobile phone and tablet charging stations inside their stores. From the looks of things, the race to provide shoppers with chargers is getting intense.
Starbucks (SBUX) announced on June 11 that it was rolling out "Powermat Spots" at stores in the San Francisco Bay area, with an expected expansion to other major metro markets in 2015. These electrified spots, according to Starbucks, are "designated areas on tables and counters where a consumer can place their compatible device and charge wirelessly."
Prior to Starbucks' disclosure, in July 2013 specialty apparel retailer Urban Outfitters (URBN) began testing wood-based charging stations with seats and 10 Apple (AAPL) iPhone outlets at select stores in New York and Washington.
Abercrombie & Fitch is even providing lockers so shoppers can charge their phones and walk away without worrying about losing their phones to others. "We know our consumers are constantly on their phones so we wanted to provide them with a place to charge their device while they shop," a company spokesperson said in a statement. "We currently have two Abercrombie & Fitch locations with charging stations and are looking to add a few more throughout the year in both A&F and Hollister."
Charging stations are just another way for stores to keep shoppers shopping -- and potentially raise sales. They may lure shoppers into the stores in the first place as well as reduce anxiety regarding dying battery life, and subsequently raise purchase intent. Finally, a fully charged Apple iPhone or Google (GOOG) Android phone allows a consumer to continue to interact with the brand via Twitter (TWTR), Facebook (FB), and Instagram, in effect serving as a real-time marketing tool, as well as allowing consumers the ability to browse a company's Web site for exclusives not found in brick-and-mortar locations.