MOB 21ILE
THE TICKLE COMPANY CONQUERS M-COMMERCE
G
reetings card specialist The Tickle Company wanted to take advantage of the commercial
opportunities of mobile commerce but did not believe it had the time, budget or expertise to do so.
Then it started using
MoPowered, the platform version of created mobile technology developed by The MoBank Group and targeted at helping the small-to-midsized enterprise (SME) market gain immediate access to the mobile channel. MoPowered enabled
The Tickle Company to sell the same products
via mobile as on its e-commerce site, through a transactional mobile site with
a user interface designed to maximise conversions through mobile. And the retailer pays predominantly per transaction, removing the barrier of significant upfront cost. Darren Tickle, founder of The Tickle Company, commented: “Given the rapid adoption of smartphones, we knew we faced a massive opportunity lost by not having a mobile solution, but we didn’t know where to start in developing one and believed the cost of entry to be a major barrier. MoPowered has enabled us to gain access to a whole new and exciting channel as easily as flipping a switch, and on a performance basis.
It’s the kind of easy and effective solution that I need as a small business owner.”
PAYPOINT TIES UP WITH SHOPPING APP
The new free-to- download Shop Scan Save app delivers personalised real-time money off deals straight to Android or iPhone users by analysing their shopping habits. Shop Scan Save
holds a unique ID on a smartphone, allowing users to earn and redeem rewards and offers from 22,500 stores nationwide using PayPoint point-of-sale. This includes retailers such as Spar, Co-op,
Costcutter, Londis, Nisa, and as well as thousands of independent convenience stores. Hannah Mullen, shopper marketing manager for multichannel at Arla Foods, said: “We will be able to specifi cally target consumers with discounts for the products they like, and will also be able to use demographic information, such as age or location, to tailor offers appropriate for them.”
RETAILERS EXTEND MARKETING TO MOBILE
Online performance marketing company, Affi liate Window has recently highlighted a trend towards retailers extending their affi liate activity into the mobile channel. The latest mobile statistics from Affi liate
Window found 11.6% of traffi c now originates from mobile devices, including tablets, and 7.3% of all sales were completed through mobile devices. So, with mobile audiences growing, Affi liate Window customers, The Hut Group and Debenhams spoke to Retail Technology about the benefi ts of mobile performance marketing. Lucinda Lamb, marketing manager for e-commerce retailer The Hut Group, which owns
IWantOneofThose.com, lookfantastic. com and
Zavvi.com, said the company saw site traffi c from mobiles double within a relatively short space of time. “We wanted to ensure affi liates were rewarded for their contribution to sales no matter what the medium or mode of delivery,” she explained.
Lamb also outlined the benefi ts: “We
wanted to capitalise on the 24/7 nature of the internet and growing accessibility, plus utilise our great relationships with affi liates to do so.” And she said that the availability of tools such as price comparisons, geo-location targeting and push notifi cations have all helped the affi liate channel grow. “Open accessibility to our API [application programming interface] should get creative juices fl owing,” she added. Gill Makepeace, Debenhams affi liate
marketing manager, commented: “When we launched our m-site, it was always planned in from day one that this would include affi liate tracking. In the long term it will give us a wider reach as I hope more publishers will also make their sites mobile-optimised. It also means that publishers that are already embracing mobile have a reason to push us over our competitors who haven’t implemented mobile tracking yet.” Makepeace stressed that it was important to have the appropriate tracking in place. “Mobile tracking is a fundamental part of a multichannel retailer’s affi liate programme,” she said. “Considering that the percentage of sales coming through mobile is always increasing, any retailers that don’t have mobile tracking in place aren’t rewarding their affi liates for all the sales they are driving. They are therefore missing out on an increasing volume of commissions.”
MAY/JUNE 2012 RETAIL TECHNOLOGY
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