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Brand names continue to lean on mobile applications

January 22, 2014

Many retailers are beginning to realize that mobile may be the key to success in 2014 - and not just as a way to drive consumers toward e-commerce sites.

Many retailers are beginning to realize that mobile may be the key to success in 2014 – and not just as a way to drive consumers toward e-commerce sites.

Sears, for example, recently texted members of its loyalty program a coupon for $15 off a $100 purchase, according to Mobile Commerce Daily. The news outlet noted that this strategy shows how the retailer is counting on personalized mobile offers to drive up sales. 

“Marketing automation not only improves efficiency, it drives increased marketing effectiveness through better targeting, content management and closed-loop tracking and measurement,” Jesus Sanchez, CEO of Pikato, told the news source. “The key is speed to market. Sears and Kmart now have the ability to launch a personalized mobile marketing campaign within minutes, and with no need of writing segmentation rules based on transactional and real-time customer data.”

Food chains are also betting on mobile applications
Mobile Commerce Daily also recently reported on two major food chains taking advantage of how often their consumers make use of mobile devices. Papa John’s recently reported that it had become the first pizza chain to roll out digital gift cards via a mobile website, according to the news source. The source noted that this strategy shows how chains are transforming the focus of mobile from one-off sales using mobile credit card payment processing pages toward something that’s more personalized and connected to consumer loyalty programs. 

“Today’s consumer is used to the convenience of mobile to get what they want, when they want it,” Jim Ensign, vice president of digital marketing at Papa John’s, told Mobile Commerce Daily. “But mobile is so much more — it’s about making personal connections, and Papa John’s can help make those connections even better by allowing our fans to easily and instantly send a digital Papa John’s gift card.”

Even McDonald’s is aiming to extend its current mobile marketing programs, according to yet another piece from the news source. The company is currently testing its new McD App in California and Nevada. The program offers deals and coupons, and tailors itself around the preferences of each individual user. The company is even offering a free meal to individuals who download the app, indicating how strongly many brand name companies feel that an increased amount of people using their mobile application will translate into an increased amount of people at their credit card payment processing terminals. 

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