Mobile content covers the gamut, from the implementation of mobile apps and mobile web sites to in-store mobile technology. A fast-changing industry segment, mobile presents unique challenges to today's retail organizations. This section will help retail executives stay on top of the latest news, insights and information to help solidify cross-channel strategies and draw traffic into stores.

Got Milk? Mobile Campaign Success Highlighted At CETW In New York

The Got Milk? brand chose an optimized mobile web site over an app to connect with its rapidly growing mobile consumer base, comprised of two primary segments: mothers and teenage athletes. The organization tapped communication agency Draftfcb New York to create an HTML5 mobile optimized web site and two campaigns designed to cater to the brand’s target segments. Jason Levy, VP, Director of Mobile, Draftfcb New York, highlighted key elements of the Got Milk? project during Customer Engagement Technology World (CETW) November 9, 2011 in New York.

Forward-Thinking Retailers Tap Mobility To Connect With Shoppers

Retailers are gravitating to mobile marketing initiatives including short message service (SMS) marketing, quick response (QR) codes, and applications to boost brand awareness and formulate more personalized shopping experiences. Merchants also have leveraged the “always on” benefits of the web by rolling out mobile storefronts to encourage browsing and buying directly via smartphone. A vast majority (91%) of retailers indicate they currently have a mobile strategy in place or in development — a 17% boost from 2010, according to the and Forrester Research report titled “The State Of Retailing Online 2011: Marketing, Social, and Mobile.” Results also indicate that implemented tactics are thinly distributed; As much as 48% of retailers report having a mobile-optimized web site, while others have focused on releasing apps for iPhone (35%), Android (15%) and iPad (15%). However, many retailers are struggling to finalize a mobile strategy that fits brand image and expectations accurately.

Conjugating Mobile: Facebook As Big Brother

The litmus test for the success of any mobile technology is our ability to conjugate nouns and verbs around its products and services. A loving sign is when nouns become verbs and we “Google,” “Skype,” “Facebook” and “TXT.” There seems to be a direct business correlation between becoming part of your consumer’s vernacular and the stock price of the originating company.  Some companies are proactive by positioning themselves for success by making their products and services more verb friendly; they are spoon-feeding the public with marketing terms such as “Tweet,” “Like” and “Check-in.”

HP Adds Mobile POS To Its Retail Tablet

Today, November 3, 2011, HP announced the HP Retail Mobile POS Case, a retail POS unit designed to withstand the rugged demands of the retail store environment. The unit features a barcode scanner and magnetic stripe reader,creating a complete mobile POS solution encased around the HP Slate 2 tablet.The Retail Mobile POS Case operates using Windows 7, which allows seamless integration with existing application infrastructure, reducing the number of platforms within the organization’s IT environment. “We think the Slate 2 will be popular for queue busting, clienteling and mobility for store managers and associates,” noted Dick Arnold, Director of Worldwide Marketing for HP's Global Retail business unit, in an interview with Retail TouchPoints. “We have received a very good response from retail clients from an application integration perspective, in addition to manageability and security.” Arnold noted that a number of HP retail customers are in the process of developing in-house applications for the Slate 2 and will be testing those applications in the near future.

Mobile Technology Lessons Learned At The Expense Of The Book Industry

We all know that Amazon is a business disruptor. What we collectively do not seem to understand is how the industry’s shifting roles is undermining the value chain for both the writer and the reader.Could Amazon be simply using the book to build its m-commerce empire? Is the book industry a necessary sacrifice: mobile commerce road kill? Book Countdown: 7 Steps Here are the CliffsNotes on how the book industry turned on its ear:

Thank Google-ness, It’s Windows?

Mobility is a treacherous business. Cell phones only are used for an average of 18 months before dropping down toilets, falling off tables and general m-wear-and-tear drives consumers back into the buyers’ market. For fashion and trend-conscious consumers, this cycle is probably shorter. Mobile folks are a fickle bunch. While some may be diehard Apple or Android loyalists, the masses swap the old for the new in rapid succession. Every time a screen smashes or a phone drops down a manhole or domiciles in a taxi (without you), there is a fresh opportunity for a handset manufacturer and an operating platform to woo the new shopper. Of course, there is some stickiness; Consumers may be faithful to their Blackberry Messenger groups, the slick screen design of their iPhones or the price point of their Androids.

New Survey Shows Privacy Concerns Create Mixed Emotions For Location-Based Offers

Location-based strategies have changed consumers’ spending habits based on the amount of available offers. As retailers continue to interact with consumers using cross-channel strategies, recipients now prefer to receive coupons on their mobile devices. In fact, 67% of smartphone and tablet users consider it very convenient and useful to have location-based coupons sent to their mobile devices, according to a recent mobile survey conducted by Prosper Mobile Insights.

Amazon T-Commerce: Cloud Meet Mall!

For all the science of shopping, even Paco Underhill, the retail guru, would tell you that designing an optimal commerce experience is a fairly simple proposition. Words like frictionless, seamless, impulse, uninterrupted, and accessible come to mind: One-Click Ka’Ching? But between the idea and the reality falls an unwieldy shadow. With the launch of Amazon’s new Android tablet will Amazon’s signature one-click checkout meet portable desire and allow for an optimal commerce experience for the impulse shopper on the go? In a world where Amazon has go far beyond the book, is this the new Kindle for the shopper? The new tablet is reportedly priced at $199 (below the $210 hard cost for manufacturing) and is being sold as a T-Commerce transaction shopper device.Will a low price point — bundled with commerce wallet toolkit including reviews, consumer recommendations, shopping comparison and a fairly simple checkout ― bring the cloud down to the shopping mall?
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