(by Heather Reid on March 29, 2012)
The way we market to consumers has changed. Consumers want
experiences that encompass mobile technology and create a unique
experience. Sooner or later, Some retailers and brands are still
reluctant to embrace technology as a new method of communication.
However, more retailers are starting to bridge the gap between virtual
and brick and mortar. The verdict is still out on many of these
programs, but the mavericks are paving the way.
Krispy Kreme offers an Android app which incorporates geo-fencing.
This helps donut lovers find the closest Krispy Kreme location, but also
alerts them when fresh donuts are hot from the oven. The customer can
control the alert settings, so it does not infringe on the
retailer/consumer relationship. This app is a great consumer engagement
tool that delivers a unique customer experience. More importantly, it
genius relationship was announced last week - Walmart has partnered
with Angry Birds. For those of you living under a rock, Angry Birds is a
game that swept the nation last year. This app invites Walmart shoppers
and Facebook fans to scour the store to find clues that unlock bonus
levels in the new Angry Birds Space game. Consumers can find the clues
on a variety of Angry Birds licensed merchandise in Walmart stores. This
demonstrates ground breaking innovation, as the retailer has gamified
the shopping experience. While it is yet to be seen if this is a money
maker for Walmart, my hunch is that this consumer experience will be a
huge success and other retailers will follow their lead.
crackers just launched a mobile banner ad that encourages consumers to
click and save. This targeted mobile banner ad redirects to a mobile
landing page featuring a new product coupon. This new method of
couponing will eventually replace traditional coupons. Ritz is one of
the first brands to debut the concept. Mobile coupons are a great way
for a brand to promote consideration for a new product purchase. Say
goodbye to the hassle of cutting coupons. Now you can just use your
handy smart phone to save.
walking into a department store and receiving a text message that
welcomes you. You are asked if you would like VIP customer services such
as a stylist pulling formal dresses in your size. Neiman Marcus is
testing this new mobile concept, this spring in San Francisco and Palo
Alto stores. In addition shoppers can also check out new fashion trends
or get product details. Once again, the customer controls the
relationship by signing up for the app. Upon entering Neiman Marcus he
or she is greeted and can elect to receive the red carpet consumer
experience or pass and shop hassle free. This mobile app makes the
customer feel important and allows sales associates the opportunity
up-sell their customers.
How are you bridging the gap between mobile technology and the brick
and mortar store? Your strategy need to match your demographic, and it
should create a unique consumer experience this will drive sales, create
brand loyalty, and if done right, create market buzz.