NEW YORK – An executive with meal-delivery Web site Plated at Forrester’s Forum for Marketing Leaders said the key to success in mobile commerce is insuring the outreach is integrated with the desired customer experience and supports the core brand value proposition.
Multichannel retail support
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Bed Bath and Beyond is taking its wedding registry to the next level via a new print-to-digital tool that easily adds an item from a catalog by holding a smartphone over the page and tapping a hot spot.
E*Trade and Hotels.com are among brands that are releasing Apple Watch apps as pre-sales take off for Apple’s long-awaited wearable.
The Home Depot is supporting shoppers’ omnichannel needs with several new interactive tools available across its application and mobile Web site that are designed to simplify finding and buying the right products for the lawn and garden this spring.
Golf’s PGA Tour is launching a mobile rewards program that lets fans earn points by checking into a tour event, sharing content, selecting favorite players, viewing scorecards or signing up for fantasy golf tournaments that can be redeemed for gift cards to major retailers or a charity donation.
Hair care brand Sexy Hair hopes to tease up sales from Cosmopolitan readers by enabling them to snap a photo of its print ad and purchase hairspray directly from a mobile device, proving that scan-to-shop ads are gaining traction as brands ramp up mcommerce.
Sephora, Target and JCPenney are leading the pack in driving consumers’ mobile activations in-store, proving that mobile can effectively bridge the gap between the digital and physical worlds to drive sales and ramp up awareness of products and services.
While The North Face is likely to drive traffic into its stores with a new campaign that leverages how consumers use their smartphones throughout the day for checking the weather, the effort’s use of long codes could be risky.
Target is taking a unique approach to drive sales with a new digitally interactive art exhibit called Target Too that comes complete with an accompanying application.
Retailers Everlane and Zulily are at the forefront of leveraging Messenger for one-to-one business-customer relations as Facebook looks to position the application as a communications platform.