Price Cutter woos shoppers with mobile coupons

Price Cutter is using mobile to offer shoppers more convenience through coupons on the go and voice-recognition customer assistance.

“The strategy is to use the power of mobile to offer shoppers a new level of customer service that will make shopping at Price Cutter more convenient,” said Nathan Pettyjohn, CEO of Aisle411 Inc., St. Louis. "By using mobile to offer a customer service tool, Aisle411 and Price Cutter hope to gain the trust of consumers and thereby offer relevant promotional offers in the form of audio messages and mobile coupons.” Shoppers who call, state their location and the store, ask for the item and then receive the location of the product via an audio message and by text within seconds.

“It is our expectation that the mobile coupons offered through Aisle411 are at the peak of the purchasing cycle within the store, and we expect to see high redemption rates based on the timing of the SMS coupon delivery – within minutes or even seconds of a purchase,” Mr. Pettyjohn said. “With SMS, we’re also looking at bridging the gap between the more sophisticated phones that play video, by offering Web links that can display product demonstration videos or reviews for customers while they’re in store. From Mobile Marketer at http://bit.ly/EKaPl

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Tiffany Targets Ladies Via Smartphones

Iconic jewelry brand Tiffany & Co. used mobile to promote its new product line to female consumers in their 30s who use iPhone or BlackBerry smartphones.

Tiffany wanted to create buzz and excitement around its new collection, drive footfall to its new concept store in California and generate product sales. The jewelry brand also wanted to underline the key differences of the new concept store compared to former incarnations. “The goal was to drive consumers in store,” he said.

As a luxury brand, a clean, seamless and intuitive interface and user experience wTiffany’s key demographic is high-net-worth females ages 28-54, with a strong interest in fashion, shopping and luxury products.ere key. “Our insight combined with their consumer research found that many of their target consumers are iPhone or BlackBerry users,” Mr. Carney said. “We identified the iPhone in particular as not only a great way to deliver brand innovation and get that story out, but provide content and functionality that is relevant to that audience, letting them experience the Tiffany shopping experience via their smartphone,” he said.

The mobile site let visitors find out about the new store, get directions via Google Maps and click-to-call the store. From Mobile Marketer at http://bit.ly/13I4kV

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Why Mobileweb Use is on the Increase

In the past, before the mobile Web actually worked, people took a break from their [mobile] phones on vacation. These days, the phones are actually kind of fun.

The calls might get sent straight to voice mail, but the browser stays on. And for those workaholics, well, laptops are very uncool on the beach, so the mobile browser saves the day. Appetite for information doesn't go down during vacation for most people, but the nature of their information cravings change in obvious ways. The mobile browser is the most readily available way to get their fix. At home, the mobile was possibly the second choice, but on vacation it is often the only choice.

As people search for things to do and places to go in the summer, like concerts, parties, night clubs and the like, their mobile devices become increasingly important.

Mobile Web browsing provides singular utility, in that once you've found what you're looking for, you can get directions or place a call directly to the location, right from your mobile device.

Brands and marketers can leverage the inherent utility of mobile searches, by delivering mobile Web sites (optimized for mobile screens) and adding offers to their mobile landing pages, which can be redeemed by the end-users performing these searches.

For example, if you're looking for a place to watch the upcoming Mayweather vs. Marquez fight, you'd probably respond favorably to a 2-for-1 drink special offer from a bar broadcasting the fight that night. From Mobile Marketer at http://bit.ly/GbMRC

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Malls Using Mobile to Drive Traffic

Illinois' Promenade Bolingbrook mall is using the Mallfinder Network's mobile marketing service to help the shopping center and its retailers connect with mobile shoppers. The mall will be targeting mobile shoppers with SMS campaigns and a mobile Web site. Twenty shopping centers managed on behalf of Forest City Enterprises will use Mallfinder's mobile services.

“Mobile is not only the most direct and personal vehicle to engage with shoppers, but it’s also a marketer’s closest proximity to influence shoppers with they’re about to make a purchase decision,” said Lawrence Phipps, senior vice president of marketing and product strategy at Mallfinder Network, Denver. From Mobile Marketer at http://bit.ly/17wlYg

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