Report • 01.09.2011

New mobile opportunities in digital marketing

A coupon which tickle the  palate. © Valuephone
A coupon which tickle the palate. © Valuephone

Retail is able to achieve more and more, particularly by reaching younger consumers via cell- and smartphones. That’s why applications – so-called apps – for the new mobile gadgets played a very big role at the EuroCIS. Yet also in existing online-shops and stores, many processes can be improved with new software. Here is a foray into digital marketing.

 

At this point in time, more than four million people in Germany enter the mobile Internet. Every other person in this group uses mobile Internet even daily or several times per week. Compared to the previous year, this is an increase of 40 percent. The number of “heavy users“ has actually nearly doubled during the past 12 months. This is revealed in the trend study “Mobile Internet Use 2011“ (“Mobile Internetnutzung 2011”) by the market research institute Nordlight Research and market researcher Webfrager GmbH. They surveyed 1,000 users, aged 16 years and older.

Paying by cell phone is something that will occupy retailers more and more. More on this in our focal topic “News from the World of Checkout Counters“ here at www.eurocis.com. There are also ever more applications, which will make store management easier. Service providers of mobile data acquisition equipment (MDE) take notice of this development, but are not afraid of it. Their equipment is said to be much more robust and ergonomic. The new tablet PCs can also make sense for retailers – from monitoring shelf layouts to the ordering system all the way to presentations during the sales pitch. You don’t need to have every product variation out on the sales floor, if you can also show it to your customer in a video.

 

Direct marketing more and more often becomes mobile marketing

For the past six months, the grocery discount supermarket chain Netto has already been offering its customers the option to catch up on the weekly sales offers via mobile phone or smartphone (https://www.my-netto.de). All current sales promotions, which are also advertised through flyers, are pictured including photos and descriptions. At the EuroCIS, Valuephone and GK Software announced that their customer Netto now is also joining mobile couponing The discount supermarket chain transmits coupons in the form of barcodes, which can be redeemed at the checkout counter by scanning in the cell phone display with the code. This way, Netto knows exactly which customer redeems which coupon at what time. To implement this project, Netto didn’t need to invest in additional hardware, since the entire process runs on a small add on program, a so-called plug-in, on the already existing POS software.

Especially the young target audience is particularly open to such technical innovations. In November, SportScheck launched a mobile commerce initiative. The online shop with 25,000 items has since then been optimized for all popular smartphones. With an application for the iPad, you can flip through their catalog on the go and order. The “SportScheck Outfitter“ is an application for the considerably smaller iPhone, which is intended to combine shopping with a playful user experience: While out and about, the user notices an outfit, takes a picture with his smartphone and integrated image recognition takes him to his personal dream outfit at the online store (www.sportscheck.com/mobile). The sporting goods chain store uses the Lucas-POS software by service provider Torex for this with the clear intention of becoming No.1 in the mobile sports retail sector.

Another innovation in the new SportScheck applications is the link-up to social media. Users can introduce their purchased items on Facebook to their friends. This way, you can also use social commerce via mobile commerce – marketing through social networking sites. Experts see an enormous growth potential in this type of multi-level marketing. Admittedly, so far you won’t find many of the older customers who have possibly more money to spend on these sites.

 

Multi channel calls for new structures

More and more distribution channels add up to more product data, which has to be reconciled. Product information management (PIM) assists with this. Oftentimes, data is not concentrated at a central location within companies, but is rather scattered with employees and in departments, sometimes only available on paper or as information, but then also in different formats. PIM enables uniform product data across all communication channels. There is special software available for this.

However, ever more distribution channels also mean more and more options for analysis. For retailers, experts see an increasing need for integrated analytical methods for Website -, social media- and offline data, since commercial enterprises interlock online shops and stores more and more. This way, they can learn more about customer groups and thus optimize their marketing and product portfolio to avoid empty shelves as well as backlog due to inaccurate order quantities.

Whether it’s via an email to your cell phone or mobile phone, email marketing scores by its measurable actions. For instance, you know exactly whether emails have been opened or links been clicked on. However, in Germany the alluring creation of user profiles is subject to legal restrictions based on data privacy- and competition laws. The following applies: if data from the analysis of user behavior is linked to personal data such as an email address, an explicit approval is necessary. This also applies to data that is obtained with customer cards. This is not just about legal pitfalls, but also about an ever more critical public, which warns about the “transparent“ customer and also uses social networks like Facebook and Twitter or the Internet for its campaigns. Retail will have to increasingly pay attention to its reputation in the online world.

René Schellbach, EuroCIS.com

Advertisement

related articles:

popular articles:

Thumbnail: Photo: Consumer adoption of retailer mobile apps doubles...

News • 06.09.2018

Consumer adoption of retailer mobile apps doubles

67 percent of consumers use a retailer app on their phone

Thumbnail: Photo: Boozt.com has opened a new store in Copenhagen...

Company News • 04.07.2018

Boozt.com has opened a new store in Copenhagen

Electronic shelf labels help in new physical store

Thumbnail: Photo: Bygg-Ole in Sweden streamlines stores with electronic shelf labels...

Company News • 12.10.2018

Bygg-Ole in Sweden streamlines stores with electronic shelf labels

For more efficiency and free up time for more promotional activities

Thumbnail: Photo: Implementing the GDPR? How to do this in your sleep...

Report • 08.08.2018

Implementing the GDPR? How to do this in your sleep

Helpful and funny tidbits about the European General Data Protection Regulation GDPR

Thumbnail: Photo: Mobile payment service

News • 20.08.2018

Mobile payment service

Mall of America® welcomes chinese consumers

Thumbnail: Photo: Marketing automation: The USP of the online world...

Report • 25.09.2018

Marketing automation: The USP of the online world

How to successfully develop a personalized sales approach almost automatically

Thumbnail: Photo: PWA and AMP: How to deliver mobile content faster...

Report • 25.06.2018

PWA and AMP: How to deliver mobile content faster

Part 3 of the topic series: Mobile optimization

Thumbnail: Photo: Online marketing: Huge opportunities after transaction completion...

Interview • 10.07.2018

Online marketing: Huge opportunities after transaction completion

Interview with Geoff Smith, CMO at Rokt on the much underrated confirmation page

Thumbnail: Photo: No-checkout store of the future: Successful retail projects...

Report • 06.08.2018

No-checkout store of the future: Successful retail projects

Fine-tuning of the major rollouts has also started in Germany

Thumbnail: Photo: Make room for innovation: Cloud services for agile businesses...

Interview • 05.10.2018

Make room for innovation: Cloud services for agile businesses

Implement your retail pilot projects faster than ever. Interview with SAP retail experts.

Supplier

höltl Retail Solutions GmbH
höltl Retail Solutions GmbH
Hof Meisebach
36251 Bad Hersfeld
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
Verifone (UK) Limited
7 Cowley Business Park, High Street
UB8 2AD Cowley, Uxbridge
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven