Retail TouchPoints: Taking Mobile Marketing Beyond Coupons
Jeff Weidauer, VP Marketing, Vestcom International
a special arrangement, presented here for discussion is a summary of
a current article from the Retail TouchPoints website.
the past 20 years, few technology-driven changes have been more pervasive
than the mobile phone, and today marketers are scrambling to find ways
to utilize these devices. The focus so far has been on mobile coupons,
with some success. As newspaper circulation declines, and freestanding
insert distribution becomes ever more challenging, mobile phones are
an obvious and effective way to drive purchases. Not surprisingly, younger
shoppers are more likely to seek out savings via the web or mobile, and
these are the folks with growing families and a need for greater value.
downside of mobile coupons is the back-end cost of redemption, which
makes a successful promotion increasingly expensive. Coupons are also
the most basic of triggers for shopper engagement, with little long-term
logical question then is: What’s next? How do we make the most of this
pocket-sized kiosk and provide loyalty-building communications to shoppers?
idea is a new service called Aisle 411. Testing now in Springfield, Missouri,
Aisle 411 allows shoppers in store to use mobile phones to get directions
to any item on their list. While this is a great start, it really doesn’t
make full use of the power of a smart phone. Why not an application that:
- Keeps your shopping list;
your purchase history that can be accessed as needed;
GPS functionality so the phone knows which store you’re heading to and
re-orders a shopping list accordingly as to that store’s layout;
shopper-specific offers based on shopping behavior–and therefore extremely
relevant offers that can influence the shopper while she is in the store.
number of consumer packaged goods brands have introduced iPhone apps that
give consumers direct access to the brand and include recipe ideas, nutrition
info and special offers. But the reality is, shoppers are not going to download
all the brand applications that come down the pike. More realistic is an
application offered by a retailer, store-branded and shopper-focused, that
enhances the entire shopping experience, starting from home and the creation
of the shopping list.
greater challenge in using technology as a practical tool is ensuring
the accuracy of the data and the ongoing relevance of the offering. Novelty
will drive trial for many, but continuing value is the only way to keep
people using the service or application.
Questions: Which apps or other tools make the most sense for retailers
to incorporate with mobile phones? Which mobile technologies will likely
impact the shopping experience over the next year and which are likely
a few years away?