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Mobile Marketing T


Here’s a look at how new mobile marketing apps are shaping retail today. Houston Neal


echnology has always played a major role in the evolution of the retail industry. From the introduction of the barcode to the installation of the first IBM 3660 supermarket system, technology has influenced the way


retailers run their business. Today, e-commerce and mobile commerce are driving the next major shift


in retail. Broadband Internet is nearly a commodity, and mobile phones are ubiquitous among consumers. Retailers that can learn to harness this technology stand to gain a competitive advantage—especially when the economy recovers. But with new tech startups emerging on the scene every day, it can be difficult


to filter through the noise and find technologies relevant to your business. To help you get started, here is a list of mobile technologies that are worthy of immediate consideration. Many retailers are already using these technologies and reaping the benefits.


Geolocation apps “Geolocation” is being recognized as the tech buzzword of 2010. Using your Smartphone and either GPS or cell phone towers, geolocation apps announce your location to your social network. Also known as location-based social networking, these apps are spreading like wildfire. A number of players have emerged on the scene (e.g. Foursquare, Gowalla, Kickball) and apps are being developed for all types of retail settings. Take FastMall for example. This app gives shoppers a directory of stores and a


map to help them navigate malls. At the same time, shoppers can use the app to receive discounts and special promotional deals from select retail stores. Like other geolocation apps, FastMall allows users to “check in” at a location and share their whereabouts with their social network. It also allows users to post reviews of retail stores and mall restaurants. FastMall has profiled over 30,000 unique stores and over 250,000 stores in total.


It offers a unique advertising platform for retailers. It not only allows them to deliver coupons and exclusive deals to subscribers, but also allows them to post a full-page screen takeover ad, and track click and behavioral data. Retailers will benefit from increased exposure and the highly targeted advertising. Foursquare is another geolocation app worth mentioning here. Their mission is to get users to experience new things and places, then reward them for it. Users


earn points every time they “check in” at a location and share their whereabouts with others. The more often a customer visits, the more points she earns and the closer she is to becoming “mayor” of that location. Mayors are often further rewarded with discounts, give-aways or other promotions. What’s most interesting about the technology is how it bridges the gap between online promotions and in-store sales. Foursquare provides businesses with “venue stats” like how many users visited the store, what time of day they entered,


96 Specialty Retail Report n Winter 2011 SpecialtyRetail.com


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