Retail TouchPoints: 6 New Strategies for Mobile Commerce Aim to Drive Sales, Loyalty and Intelligence
Through a special
arrangement, presented here for discussion is an excerpt of a current
article from the Retail TouchPoints website.
While mobile commerce has become an area of
interest, Mobile Marketer has reported on how several different retailers
and brands are leveraging the mobile phone for promotions, mobile payment,
for customer loyalty and data acquisition. Six of the most interesting
new applications include:
- IKEA Seattle launched a mobile loyalty
program in early June to build a database of people interested in receiving
discounts. Mobile Marketer reported that 23,000 consumers have already
signed up. BCode is powering the texted discounts through which there
has been more than 15,000 offer redemptions to date.
- Burger King has entered the mobile commerce
arena with an iPhone application powered by Gomobo. Designed by PointAbout,
The Burger King NOW location-aware app is designed to let customers place
and pay for order with their iPhone. The concept is currently being tested
in the Queens, New York area.
- David’s Bridal’s recent mobile marketing
campaign, designed to target high school prom-goers, presented a call-to-action
to text the keyword “PROM” to a short code to receive content on their
cell phones. Recipients were asked to connect via their phones to a mobile
website to vote for their favorite among five prom dress styles. The
results of the voting offered the retailer some early-season merchandising
insight about what styles and categories were likely to be popular once
- Benjamin Moore & Co. is calling out
to iPhone users with its new Ben Color Capture application, designed
to take photos directly from the phone and enable users to identify which
color inspires them. The application then detects the color and gives
its name and generates matches that harmonize well with the original
color. Another big player in the paint space, Sherwin-Williams Co., is
using the mobile channel for branding and customer acquisition. Digital
agency Resource Interactive created the ColorSnap iPhone application
also designed to enable users to isolate a color within any photo taken
on their iPhone and get matching Sherwin-Williams paint colors along
with a coordinating palette to complement their choice.
- Dunkin’ Donuts is leveraging the social
sphere, rolling out interactive web tools and an iPhone application,
designed to enable social group ordering, as part of the Dunkin’ Run
campaign. The company promotes its products with a mobile specialized
website and the iPhone app.
- Hyatt Hotels & Resorts tapped Microsoft
for a mobile advertising campaign on the Verizon Wireless network. With
the capability to reach Verizon’s 86 million subscribers, the mobile
advertising display campaign is designed to drive people to register
for the Hyatt Gold Passport frequent guest rewards program, while offering
a fully-functional mobile specialized website.
What’s being learned about what works and what doesn’t work in campaigns
aimed at mobile devices? Do any of the campaigns mentioned in the
article stand out for you either good or bad?