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In-Store Mobile Marketing Turns 'Maybe' into 'Sale'(By Cassie Wallace. Published here on November 9, 2009.) In-store mobile marketing offers information to hyper-connected consumers at the critical decision-making point. Since over eighty-five percent of Americans have mobile phones and many are already using them during the decision-making process, it is important for brands to utilize them for in-store marketing. Nearly a third of shoppers polled in the United Kingdom used their phones while shopping; of these shoppers, 65 percent asked for a simple opinion on a purchase, 40 percent sent a picture of a potential purchase, 19 percent used their mobile device to compare prices, and 13 percent read product reviews. There are distinct advantages of and tactics for in-store mobile marketing. Results In the current economic environment, more consumers are deliberating their purchases. Brands stand to achieve at least 3 persuasive results by leveraging mobile technology: 1. Increased Interactivity Consumers can interact with your brand all the way up to the point of sale. From a customer-relationship management perspective, mobile marketing is an excellent way to capture information for database-building. Because all mobile campaigns are opt-in, brands can see who is receiving alerts and offers on their phone, and can answer consumers’ questions, ask about their experiences, or simply thank them for their participation. This stands in stark contrast to the coupon machines of old, which had no way of sending information back to the marketer about who took coupons. 2. Hyper-targeting Digital content is incredibly flexible, allowing marketers to change promotions, offers, and messages based on consumers’ current and past interactions with your brand. Use 3-point targeting (i.e. time, location, and demographics) to personalize and contextualize your campaign. This can allow for customized recommendations and influential point-of-sale (POS) messages. 3. Tracking Since you can link promotional efforts directly to a sale, mobile marketing has potential for better tracking of ROI. Tactics To capture these advantages, brands can start by employing some of these 4 tactics: 1. Share Information Shoppers are also using their mobile phones to read customer reviews, look up specs, and compare prices. Consumers are 2.5 times more influenced by customer reviews than advice from a salesperson. Since consumer recommendations are the most credible form of advertising, retailers are starting to create applications to share this information at the POS. For example, Sephora has created a Wireless Application Protocol (WAP) site, available in test markets, that allows shoppers to easily browse peer product reviews when considering an in-store purchase. In addition, Google has developed the Google Product Search application for iPhones and Android phones to make finding product information easier on-the-go. 2. Drive Traffic Even without location-aware technology, Brands can let consumers know where the closest store is. This information is valuable to consumers, and by including a mobile path (i.e. a short code or URL) on all advertising, brands can increase product/service awareness and drive customers into stores immediately. In 2007, customers who texted their zip code to MYSBUX received a list of nearby Starbucks in response. Location can even be used to target consumers by what aisle they are in by utilizing low cost WiFi technology; for example, someone in the dairy aisle might receive a promotional code for $.50 off yogurt. (Remind anyone of Minority Report? "John Anderton! You could use a Guinness right about now.") 3. Increase Loyalty Since mobile marketing offers excellent targeting and personalization options, it can be a great channel for loyalty programs. A sign at Urban Outfitters’ register informs shoppers that if they text a short code, they can stay informed of store events and promotions. Similarly, Armani aims to drive traffic into the store by giving window shoppers $10 off if they send a short text message. 4. Extend Campaigns Currently existing print, online, or television advertising campaigns can be extended to in-store promotions for multichannel marketing. Mobile can remind consumers of the brand’s previous interactions outside of the store. Amstel Light’s “One Damn Good Bier” campaign promotes “Amstel's Amsterdam” through an interactive website, new packaging, outdoor ads, print ads, and a text-to-win sweepstakes. For the sweepstakes, consumers text a code found on their Amstel Light bottles to enter to win a grand prize. As mobile technology progresses, new opportunities for marketing present themselves. With current and future tactics, it is important for brands to focus on creating a sustained presence, providing entertainment or utility, and putting the consumer in control. Instead of doing a one-time promotion, maintain a relationship with the consumer. Consumers also need to see that your campaign adds value to their life, whether by entertainment or information. Phones are a personal tool, so make it easy to opt-in and opt-out of specific services and information.
In-store mobile marketing offers information to hyper-connected consumers at the critical decision-making point. Since over eighty-five percent of Americans have mobile phones and many are already using them during the decision-making process, it is important for brands to utilize them for in-store marketing. Nearly a third of shoppers polled in the United Kingdom used their phones while shopping; of these shoppers, 65 percent asked for a simple opinion on a purchase, 40 percent sent a picture of a potential purchase, 19 percent used their mobile device to compare prices, and 13 percent read product reviews.
There are distinct advantages of and tactics for in-store mobile marketing.
