A number of retailers have made it clear that they believe a focus on mobile marketing and transactions will be key to success in the coming year.
Starbucks, Sephora and Walgreens are just a few of the major retailers putting mobile at the forefront of their strategies and promotional campaigns as 2014 begins, according to a recent report from Mobile Commerce Daily. The news outlet reported that all three companies offer strong loyalty programs with mobile-based tie-in’s, for example. In addition, some are partnering with other mobile-based services to obtain new consumers. Starbucks, for example, has begun advertising on Spotify in a direct attempt to lure more mobile phone users toward their loyalty programs.
“Starbucks has a great reputation for being an innovator with mobile purchasing and loyalty,” Dave Martin, senior vice president of media at Ignited, told the news outlet. “When customers see the ads encouraging them to convert their gift cards into virtual payment systems, it’s a pretty appealing proposition, especially to customers who drink coffee at least a few times a week.”
Mobile Commerce Daily also reported that Sephora is issuing new perks to users of its loyalty card during the first weeks of the new year. Members of the company’s loyalty program will receive 12 free samples when they place an order at an online or mobile credit card processing page of $25 or more, helping to bolster consumer motivation to make use of the service through either smartphones or tablets.
David Hewitt, global mobile lead at SapientNitro, went so far as to tell the news outlet that smartphones need to be the crux of any modern loyalty program – illustrating that retailers who engage consumers in such programs may need to spread their approach across new channels of commerce.
“At the end of the day, the consumer loyalty program should live in the cloud with the smartphone device being the main companion and access point,” Hewitt told the news outlet.
Staples is also placing a focus on mobile credit card processing equipment
Internet Retailer recently reported that Staples is also placing a focus on their online and mobile offerings as 2014 begins. The company believes it will find success by expanding its online stock, even going so far as to alter their logo in an attempt to illustrate that they now offer more than just office supplies.
“We’re adding thousands of new products every day,” Shira Goodman, executive vice president of global growth at the company, told Internet Retailer.Back To Blog