Marketing Love in a Time of Mobile Apps
December 22, 2011
As holiday shopping hits a crescendo this week retailers are examining how to increase sales, analyze shopper data more efficiently and strengthen mobile advertising all in one fell swoop. The article, Malls, Retailers Focus on Mobile Phones to Reach Shoppers, Boost Sales and Study Consumers, on http://www.cleveland.com/, explores some controversial mobile app and Smartphone technologies retailers are employing this holiday season.
Although the Federal Trade Commission and several consumer watchdog groups have put a nix to several Big-Brother-esque programs put in place by malls and large retailers to monitor shopper activity and behavior due to privacy violations, some programs are alive and thriving. Many complain that the programs are all one sided, in favor of the retailer, but that is not necessarily the case. In most instances consumers receive a nice reward for their privacy being violated.
As the article explains of the relationship between retailer and consumer,
With traditional retailers fighting online competition from companies from Amazon to Zappos.com, the retail industry must give consumers a reason to choose brick-and-mortar. Online retailers collect data about shoppers and use that information to tailor advertising and suggest purchases. Now stores and shopping-center landlords see cell phones as a path to influencing what people buy, how long they shop and how much they spend.
Before condemning retailers for utilizing scores of data mines waltzing in and out of their stores every day, consumers should examine their habits and devotion to mobile apps. Without consumer usage these app-utilizing marketing campaigns would be a waste of time. If one doesn’t want to be exploited by a retailer, turn off the phone. Easier said than done, just like search.
Catherine Lamsfuss, December 22, 2011
Sponsored by Pandia.com
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