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BizReport : Mobile Marketing : July 21, 2011


How to engage shoppers in-store through mobile

Consumers are changing their shopping habits. From shopping more often online to utilizing QR scanners in-store to get coupons and other discounts, it is rare that today's shopper is 'alone' in the process. How can brands engage these mobile shoppers in-store?

by Kristina Knight

First they need to know what consumers are doing with mobiles while they are in a store. New data from WhiteHorse finds that most in-store shoppers (84%) are doing some type of mobile activity while they are shopping. Just over 70% are comparing prices, 67% are accessing product reviews and 61% are looking for specific store information - hours, other locations. A full copy of the report, The Future of In-Aisle Mobile: A Framework for Consumer-Centered Innovation, can be downloaded here.

"Smartphones are rapidly transforming the retail landscape and blurring the lines between online and in-store customer experience," said Rand Nickerson, CEO of OpinionLab. "With many retailers generating greater revenues in the store compared to online, using mobile initiatives to incentivize in-store purchases will lead to improved sales. And, with millions of shoppers now engaging with retailers via mobile devices, brands have greater opportunities to listen, understand, and react to customer feedback through the mobile channel."

OpinionLab has released their suggestions for keeping consumers engaged in-store. Among these are:

  • Using Incentives: Using near-field communication technology (NFC), stores can send discounts or coupons to shoppers while they shop. For example, a shopper in the Home & Garden section could be sent a coupon for a lawn sprinkler system.
  • Using Product Reviews: Make it simple for shoppers to find peer reviews of products by linking them through QR codes
  • Use Rewards and Games: Give shoppers more rewards for specific actions - visiting a fitting room, spending a certain amount of money or time in-store or 'liking' a page in a social networking
  • Tags: ecommerce, mobile commerce, mobile marketing, mobile shopping, OpinionLab, White Horse










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    • A consumer using their mobile phone while in your store might be shopping around, trying to find a better deal at your competitor's. Being able to connect with them both in person and via their mobile device gives that extra chance to keep them in your store.




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