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 Chuck Schaeffer Top Performing Mobile Retail Technologies

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The Call For Mobility

With advantages such as simplicity and convenience, mobility has quickly become a consumer de facto communication method and smart retailers are leveraging mobile retail strategies and enabling technologies in order to connect with consumers using their preferred devices. Mobile marketing delivers immediacy, ubiquity and convenience like no other channel.

Mobile marketing is also more controlled by the consumer than other marketing methods. Marketing over mobile requires user consent (opt-in) or user initiation. More so, there's a clear correlation between consumers feeling in control and retailer response conversions. It's a win/win scenario.

Beyond my experiences in QR codes, location-based marketing, SMS, mobile ads, beacon technologies and branded retailer apps, there are a plethora of additional mobile marketing techniques, such as tailoring your website for mobile devices, locality-based SEO, mobile check-ins and similar social network location notifications, mobile push notifications, marketing offers integrated with digital signage, and engaging in mobile ads or location-based PPC and retargeting. And new techniques such as SoLoMo are not yet in mainstream adoption, but clearly offer some impressive potential.

Notwithstanding the variety of retail mobile marketing options, a marketing best practice is to avoid treating mobile marketing as a standalone effort and instead integrate mobility into the overall marketing mix. Pursuing a holistic marketing strategy will permit different marketing campaigns to complement one another, integrate multiple campaigns into a multi-channel distribution mix, repurpose retail technology tools for future marketing methods, avert disintegrated data siloes and collect the vast amount of consumer intelligence that can be harnessed to enhance and grow marketing performance and consumer relationships.

Despite a plethora of new marketing technology tools, it's also critical to remember that marketing effectiveness is determined by the quality of the offer, not the technology used to deliver the offer.

Mobile RetailClientelingMobile MarketingSoLoMoMobile Retail AppsMobile POSMobile Retail CRM

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Comments (9) — Comments for this page are closed —

Guest Alex Peneus
  If retailers dont become proactive in their mobile marketing and direct relationships with consumers over mobile channels, they will most certainly become biat for RedLaser and Amazon's price comparison app
  Guest Ronjhon
    Mobile is the channel every retailer should focus on.
  Chuck Chuck Schaeffer
    Certainly mobile is a very important growth channel. However, as opposed to viewing mobile as just another channel, recognize that mobile is also a link between channels – especially between digital and physical channels. Consumers (especially Millennials) use their mobile devices as remote controls for life activities. Mobile is also used in parallel with other channels. At the CONNECT Mobile Innovation Summit, Gartner analyst Michael McGuire shared that 86% of mobile users use their devices while they are also consuming other media on other channels.

Guest Sanjay M
  As retail marketers, we understand how knowing the consumers location can increase marketing results. However, its equally important to understand that most consumers don't know how technologies they carry expose them to retailers. For successful retail marketing its really important to be transparent, not be intrusive, show how opting-in can benefit them and above all, don't be creepy.

Guest Jay Little
  i dont see the so in solomo
  Chuck Chuck Schaeffer
    I think that's a common view. The Local and Mobile are almost inherent by default, but the social component takes a bit more creativity and planning, and oftentimes some new tools. An example of making SoLoMo more social is using social apps such as Kapture and SidewalkAd. These mobile marketing tools are freely downloaded by consumers who then snap pictures of interesting or highly visual items or goods and share them in their social networks. Many retailers provide an incentive, often a promotional discount, for sharing pictures of the goods in their stores.

Guest Therese Murrey
  Really great article! I agee with your points however finding the balance among what consumers perceive as utility and value while ensuring privacy is a lot harder than it sounds.

Guest retail411
  Do you think retailers should create separate websites for mobile?
  Chuck Chuck Schaeffer
    There was clearly an early trend where retailers created separate sites for mobile. That's now changing as retailers apply new technologies and match use cases with responsive design techniques. Tablets are often used at home for leisure surfing such as product research and reviews. Smartphones tend to be used more in the stores and near the point of purchase. Responsive design techniques use device and browser detection to distinguish among phones or tablets, apply fluid forms to cater to various mobile form factors and strip away clutter. By marrying consumer use cases with responsive design techniques retailers can deliver a cleaner user experience with fewer websites.


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It's critical to remember that marketing effectiveness is determined by the quality of the offer, not the technology used to deliver the offer.



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