Michael Barnett’s report ‘M-commerce moves into mainstream’ (MWlinks.co.uk/mcommerce) links well to recent research from Juniper which reveals that the use of mobile vouchers will exceed $43bn (£32.7bn) globally by 2016.
It seems that as the mobile phone becomes the platform of choice for perusing the internet and online shopping, economy-minded shoppers expect money-saving opportunities available elsewhere to be applicable to purchases they make on their mobiles.
And through tracking, analysing and utilising data effectively, mobile has the power to deliver brand managers a clear picture of the customer. If brands seize the opportunity and align their messaging correctly – driving customers to engage with online channels – they can accelerate the growth in purchases made via mobile and online channels. This in turn offers marketers valuable access to customer data. And, as mobile voucher redemption grows, businesses can compile a database for future promotions.
As Richard Rowson comments, consumers are more commonly shopping via their mobile because it is far more convenient than switching on a laptop or PC. This means that the ability to target discounts and special offers by sending them direct to registered users’ mobiles when they enter a specific location offers many advantages. Namely, the recipient benefits from greater convenience and minimal effort, which increases the chance of redemption. Marketers will also benefit from impulse purchases, while creating a better overall user experience.
David Pearson, Director, Filmology