Mobile Marketer asked me if mobile is an effective tool to drive in-store traffic and keep consumers interested with offers.
Here’s what I told Rimma Kats in the story published today:
“If a mobile user is opted in, you may know when and where he or she will be at a certain time of day. For instance, if I told my favorite market that I shop between 5 and 7 p.m., it can send me offers and information when I’m most likely to buy.
“Of course, consumers in store can pull info or a deal by responding to a call to action on a shelf talker or other communications vehicle.
“I don’t have to get an eyelash enhancement offer from Groupon that is for the masses – I actually can receive something that interests me. Throw in location and the permission a brand receives from a consumer in a loyalty club and you have meaningful marketing.
“Daily deals work for the mobile subscriber if they are relevant. An 80 percent off suit is no good to me if the retailer is 80 miles away.
“But if you are close and tell me that you have something I want – and you have the inventory to satisfy all who receive the deal – I’ll at least consider it.”