Mobile Solutions

For a relatively new industry, mobile has grown tremendously – becoming an essential, global platform. As more consumers turn to their smartphones to locate stores, find products and compare prices on the go, there is a golden opportunity for retailers and brand marketers to reach potential customers in a way that’s yet to be fully explored: on the smaller screen.

Smartphones are turning into consumers’ constant shopping companions. Savvy retailers who can take advantage of this shopping revolution have the potential to drive foot traffic, increase basket size and margins, improve quality and efficiency, and build customer frequency. This presentation will deliver information on:

• The technology behind mobile platforms and applications as well as opportunities that lie ahead for further integration of mobile and retail.
• Location-based apps and their potential to create personalized and interactive shopping experience – potentially causing a permanent shift in the way people interact with brands.
• How to best utilize new services and technologies to attract, reward and retain customers.

The path to purchase has been drastically altered. Mobile devices allow us to reach customers anywhere, at any time, and in a very personal way, requiring shopper marketers to think beyond traditional methods of engagement. This session will help brands move beyond basic mobile programs, to fully mobilize their assets and build a comprehensive mobile strategy with ongoing, integrated campaigns that collaborate with retail partners and allow for ongoing engagement through a number of mobile channels. Audience members will take-away: 

• How to build a comprehensive mobile strategy including the many channels available to them such as SMS, MMS, mobile web, apps, QR codes, mobile coupons and more.
• How to use mobile to not just engage with, but build lasting relationships with customers along the path to purchase and beyond.
• How Kellogg has successfully developed and executed mobile strategies with shoppers and consumers.

Gaining insights in the mobile world is all about user engagement. This presentation will demonstrate how to take advantage of the growing popularity of the social-local-mobile world using location-based mobile surveys, store-proximity targeting and social media integration. Imagine, for example, engaging in the fundamental research method of cultural anthropology via mobile devices, activated in the moment by your QR codes. Audience takeaways:

• Capturing behavioral shopper data through smartphones.
• Attitude measurement and perceptual mapping of your shoppers through mobile technology.
• In-store shopper “at moment” capturing and what to do with this type of intelligence.

The mobile phone is quickly evolving into a location awareness tool that helps consumers know not only where they are at any moment, but also what is around them. From services that allow for the delivery of targeted text messages triggered by consumers’ movements to smartphone applications that are aware of location in a store, mobile and location awareness are transforming the ways that consumers shop, purchase and unlock value from the brands and retailers they trust. This session will look at:

• The key trends in technology driving this behavior.
• The strategic implications of location based shopper marketing.
• Examples from the key players in the location space today.