May 6, 2013
The rise of mobile technology in retail has led to a surge of platforms that push targeted, location-based mobile coupons to smartphone-wielding shoppers. A post on fourthsource.com highlights the mobile coupon tech of Retail Mesh:
Mobile technologies offer a way to target customers while they are in-store, engaged with the retailer and predisposed to purchase. Our innovative technology, Retail Mesh does just this, by tracking the customer's unique code on their smartphone when they enter a store. A sensor located in-store uses this data to provide retailers with accurate footfall statistics, plus statistic on duration of visits, frequency and their journey throughout the store — are they spending the most time in the women's fashion area, or in home-wares? Are they engaging with planned promotions in-store or ignoring them? Furthermore, a smartphone prompt invites the shopper to join the free wi-fi and, if accepted, this allows personalized marketing messages to be delivered in the future via SMS when they return to the store.
This puts retailers in an enviable position — being able to target customers with bespoke, personalised offers while they are on their premises. Just like the 'three for two' offers in supermarkets that the shopper didn't realise they wanted until they saw it, brands can suggest promotions, offers and purchase ideas that are likely to appeal to that individual.
Read more about multichannel retailing.
