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Top 10 Q2 mobile-offline activations

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July 2, 2015

starbucks-mobile-orderingStarbucks, Domino’s and Macy’s are paving the way in bringing mobile into real-world retail experiences, furthering the integration between the digital space and bricks-and-mortar while bringing mobile ordering and payments to the forefront.

As mobile opens up a wide range of opportunities for retailers in the bricks-and-mortar space due to its untethered abilities, many find it challenging on how to best make use of the technology in-stores. However, within the last few months numerous retailers have showcased that mobile payments and ordering maybe where mobile can be used best in the real world.

Services such as Apple Pay and Postmates have brought the idea of mobile delivery, ordering and payments into reality. Many retailers have leveraged these platforms but various others have introduced their own usage of mobile payments following these channels that have paved the way.

Here are the top 10 mobile in-store activations of the first quarter of 2015, in alphabetical order.

Apple Pay cashes in on security campaign as PayPal sags
Apple Pay is gaining a significant advantage over other digital payment services such as PayPal, the leading pioneer in online payments, as customers become more comfortable with mobile payments and security.

The technology company focused its efforts on creating the most secure payment service, due to consumer fears of hacking and breaches of payment security. Apple’s endeavors have paid off with 45 percent of respondents, in a survey by 451 Research’s ChangeWave service, planning on using Apple Pay compared to 28 percent sticking with PayPal.

The interest and favorability of Apple Pay can also likely be attributed to its association with the Apple name. The brand is known for its ability to create frenzies surrounding new products and services.

Domino’s pizza ordering reduced to seconds with emojis on Twitter
Domino’s continues to be an innovator in mobile ordering and delivery with its latest tactic that declares customers can now order with emojis on Twitter within seconds.

Emojis and social media continue to be substantially popular in consumer use, and brands are quick to get in on the fun. Dominos leveraged this trending activity and mobile sensation to drive delivery sales.

To use the new emoji delivery service, users of the Domino’s Pizza Profile must input their Twitter handle into the profile and then can simply tweet a pizza emoji or the hashtag #EasyOrder. The delivery service uses the profile information to place the user’s usual order, which Twitter users must confirm through direct message.

Has Google finally hit on a winning mobile payments strategy?
After Apple Pay’s success, Google decided to follow in its footsteps and release pilots of various mobile payment options including hands-free payment services at retailers such as McDonald’s and Papa John’s.

Google is looking to have a comeback after its recent failure of Google Wallet, which failed to gain significant traction. Now that Apple Pay has brought mobile payments to the forefront and Samsung is releasing its own service soon, Google is cognizant that this is the time to make mobile payments happen.

The technology giant is keeping tokenization at the center point, which is an important aspect of security. Google is highly aware that without security its service will not take off.

Home Depot’s visual search beta highlights technology’s appeal beyond apparel
Home Depot brought use of its mobile application to non-apparel retail stores with a beta version of visual search.

The home improvement store is aware that the size of its stores and massive inventory can make it difficult for consumers to find products while shopping at bricks-and-mortar locations. Its mobile app users can now snap a picture of a tool or product they need within the app, and Home Depot will curate a list of similar products available

The mobile feature benefits both the retailer and consumer, as it makes the shopping experience for users much more efficient while driving sales and brand sentiment for the retailer. Home Depot has over 35,000 in-store products, which makes introduces features such as this essential to the customer.

Macy’s boosts promotional strategy on mobile with wallet enhancement
Since the introduction of Macy’s mobile wallet last year, mobile payments and services have become much more of a staple in the retailer industry and the department store has updated its service in response.

As mobile wallets become more popular and more accepted by consumers, Macy’s wants to ensure its place in the mobile space and in customers’ pockets. The retailer is attempting to shrink use of paper coupons with its mobile wallet and expand its marketing efforts.

Macy’s is encouraging shoppers to preload any coupons or deals they have into their mobile devices prior to shopping at bricks-and-mortar locations. The retailer believes that developing these practices is ideal to create the most efficient in-store experience.

McDonald’s fulfills consumer demands for mobile delivery with Postmates
McDonald’s recently joined the chain of fast food retailers stepping into mobile delivery with its mobile app Postmates partnership.

The fast food retailer is attempting to upheave its downfall with a turnaround plan that included testing out its delivery service in New York. At 88 locations, McDonald’s customers were able to receive delivery of its full menu through the mobile app delivery service Postmates.

The partnership allows McDonald’s to test out its delivery service without diving in too deep. This method allows for the retailer to catch any unforeseen issues involved in delivery, with miniscule risks that could be much greater if developed through its own service.

Starbucks raises the stakes on mobile ordering with significant expansion
Starbucks customers’ lives have gotten much easier since its latest foray into mobile ordering and payments, as the retailer introduced its new service that allows for customers to pre-order and pay through its mobile app.

After success with its initial test in Portland locations, Starbucks’ mobile order-and-pay feature of its already well-established mobile app expanded to over 3,400 locations throughout the US in June.

The beverage retailer is known for its mobile innovation. Many believe that now that Starbucks has embraced mobile ordering, many more retailers will be adopting the practice and secure its place in the food and beverage retail industry.

Taco Bell’s in-app loyalty program adds filling to mobile strategy
Taco Bell’s has ramped up its mobile strategy with a rewards program in an attempt to surpass fast food competitors that lack these services such as McDonalds and Burger King through customer loyalty.

The fast food retailer is putting a new spin on the loyalty program in order to stay relevant in the eyes of consumers. The program will operate more as if a game, instead of the overplayed punch card type rewards.

Mobile has become a center point in Taco Bell’s marketing strategy. The rewards program is one of numerous efforts the food retailer has implemented such as the introduction of mobile ordering last year.

Walgreens embraces customer convenience with interactive lock screen notifications
Drugstore chain Walgreens is continuing as a pharmacy innovator with the latest upgrade to its mobile app, in which users can interact with, without having to open the app.

The refill and pill feature of Walgreen’s app allows users the ability to respond to the refill and pill push-notification option with just a swipe of a finger. Users do not have to open the app, but merely swipe left to reveal actions to respond to the notification.

The option is assist users in managing their health by offering reminders such as refill and take.

Walmart tests Apple Watch app, suggesting broad market appeal
Walmart brought the Apple Watch into its stores with an app that introduces the technology to a wider range of consumers.

The mass merchant store’s Apple Watch app coincides with its original app, in which users can check off items while shopping at bricks-and-mortar locations.

The Apple Watch has attracted a wide range of retailers since before its launch. But Walmart changes things for the new wearable technology due its low value of products compared to the high price of the new Apple product.

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Brielle Jaekel is staff writer on Mobile Commerce Daily and Mobile Marketer, New York. Reach her at brielle@mobilemarketer.com.

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