THIS MONTH'S TOPIC
Mobile Marketing
PUBLISHER'S NOTE:
Shopper's Little Helper
I've just checked out at the grocery store, having bought among other things, one box of taco shells, and received with my receipt a coupon good for $3 off my next purchase of beef or chicken - if I buy another six boxes taco shells in a short time frame. That coupon went in the garbage, but the point is retailers are making progress in trying to track and anticipate our needs.
Mobile marketing will escalate us into a whole new realm, and it's already started. So within a very short time, my grocery store is likely to text me, for example, before I hit the checkout lane, to see if I remembered to get sour cream and guacamole. Or if I'm shopping my favorite apparel specialty store, I'll be able to use my mobile device to request assistance in the dressing room, have my loyalty account number automatically recognized and check out on my own, avoiding a long checkout line.
In this month's Executive Issues, we explore the accelerated rate of retailers' mobile initiatives, the barriers to overcome and the future applications hurtling toward us.
Publisher
snichols@apparelmag.com
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| Exclusive Feature |
| THE MOBILE REVOLUTION FOR RETAILERS
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contributed by Janet Sherlock, Research Director, AMR Research Inc., (JSherlock@amrresearch.com)
 Recent research conducted by AMR Research indicates that 66.7 percent of retailers intend to employ some type of digital mobile initiative by the end of 2010.
This figure seems to indicate the industry is embracing the adoption of the mobility channel and mobile customer touch points. However, cell phone subscription adoption is predicted to reach 100 percent penetration in the United States by 2013, so perhaps the retail industry is still lagging in mobility initiatives. And retailers not developing a mobile strategy may be left in very non-competitive positions.
For full article:
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| Vendor Viewpoint |
| MOBILE DIGITAL MARKETING - RIDE THE WAVE, AVOID THE WIPEOUT
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contributed by Sinan Gurman, Principal, Retail & Consumer Goods Practice (Sinan_Gurman@Infosys.com) & Joydeep K. Haldar, Principal and Client Engagement Manager for Retail CPG & Logistics Business Unit (Joydeep_Haldar@Infosys.com), Infosys
  The term "Digital Marketing" has emerged ever since the popularity of the internet. It includes a wide variety of topics, tools and technologies such as blogging, e-mail marketing, micro blogging, social networking, viral marketing, search engine optimization, pay per click, pay per impression, video marketing, user generated content and the list goes on and on.
However, the recent proliferation of smarter and faster mobile phones has crystallized and solidified mobile as the "channel" that will take center-stage for most applications of digital marketing. It is truly poised as emerging from the shadows of the ".com" and becoming a "force majeure."
For full article:
Click here
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