John Boccuzzi, Jr.

Retail TouchPoints: Forrester Research Highlights Impact of Location-Based Marketing

February 7, 2012

FROM RETAILWIRE:
A recent Forrester Research survey indicated that 114 million U.S. smartphone users employ check-in services. Forrester predicts that number will grow to 159 million by 2015. What type of offers, incentives or rewards do expect will drive mobile check-ins for retailers in years ahead?      [more...]

As retailers build their mobile platform they need to stay consistent across all channels, web, in-store, mobile, social and telemedia. I just read a very interesting study done by Deloitte's Retail Group that discusses the importance of keeping the message consistent across the all channels. Harvard Business review in December also wrote an interesting paper on mobile marketing. This paper discusses the evolution of offers and how sophisticated the technology has become, including Next Best Offer (NBO) solutions that serve up the best offer using data collected about that user. They also cover the topic of Social, Mobile and Local (SOMOLO) and the importance of being consistent across all channels. The new buzz word is Omni Channel.

Retailers will benefit from investing in solutions that allow them to target the most relevant NBO using SOMOLO data. If they know where the consumer is, what they are chatting about and how they are using their mobile devise, the retailer can provide the NBO at the best time to meet everyone's needs.