December 1, 2010

Mobile Empowers The Shopper, But Where’s The Awareness?

In an article in the Wall Street Journal titled “A High Tech Edge On Black Friday”, there is much said about consumers using smartphone apps to get offers and hunt for the best deals available.

A mobile app called ShopKick has signed up some of the largest American retailers, including Target, Best Buy, and Macy’s, for its loyalty program, which gives users points just for walking into stores. Those points can be converted into rewards such as gift cards

From ShopKick and other “check-in” style apps to specific retailer or brand apps, there are tons of ways shoppers can get connected and get a deal.

Problem is, how do they learn about these tools?

Retailers and brands will have to do more to leverage in-store messaging (whether static or digital signage – digital please). The ideal place for loyal brand shoppers to gain awareness of mobile tools and offers is in the store. Not only will this help in promoting repeat store visits, but it can also direct shoppers to the “featured” apps that provide value not only to the consumer, but also to the retailers and brands trying to forge a deeper brand affinity.

Full article from WSJ here.