Google’s Now on Tap feature, which makes mobile commerce more immediate by serving information within the app the consumer is using, gives brands incentive to provide compelling offers that users can download to their mobile wallets while helping Google to remain relevant amid competition in mobile search.
Software and technology
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Multinational retailer Carrefour recently saw a 400 percent increase in mobile application engagement thanks to beacons, pointing to the technology’s ability to significantly influence shoppers when paired with mobile coupons in a supermarket setting.
In Boston, 150 local merchants including Grindr, Patty Chen’s Dumpling House and Sofa Cafe are delivering offers to passersby via beacon technology and the Howler mobile application, driving 52 percent of recipients into a venue.
Discover takes mobile management for credit cards to a new level with Freeze It, a tool enabling cardholders to instantly stop purchases on their account from their smartphone when a card is misplaced and just as easily reinstate purchasing once it is found.
With the presence of in-store beacons continuing to grow, shopping application shopkick is bringing its mobile engagement platform built around the technology to retailers as a white label solution for the first time via a new partnership with ShopperTrak.
While businesses with physical locations continue to experiment with leverage beacons based on Bluetooth Low Energy technology to drive mobile engagement, some vendors are chatting up next-generation solutions already deployed in several markets that promise to address some of the earlier technology’s shortcomings.
CheapTickets.com is leveraging the selfies obsession with the tradition of travel photos in a “Trelfies” contest that lets travelers submit memorable photos for a chance to win a vacation.
In a reflection of image recognition technology’s growing role in mobile shopping and mcommerce, augmented reality application Blippar and Chinese ecommerce company Alibaba recently revealed plans for next-generation solutions that promise to bring the real-world and digital experiences even closer together.
NEW YORK – An AutoTrader.com executive at the sixth annual Mobile Marketing Day conference revealed that the automotive site is piloting beacons at various dealerships to engage with car buyers.
The Apple Watch will play a role in driving lower-value tap-and-go mobile proximity payments in travel and transit, but its likelihood of becoming a mainstream platform for mobile commerce is debatable due to lack of scale, high price points and a perception among consumers that wearables are novelty products.