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How Smart Brands are Effectively Using Mobile Engagement to Redefine Relationships with the Buyers

How Smart Brands are Effectively Using Mobile Engagement to Redefine Relationships with the Buyers

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Published by Zeebric
A white Paper that examines the different forms that mobile engagement can take, by examining five different case studies where the mobile platform was successfully used to engage with consumers.
A white Paper that examines the different forms that mobile engagement can take, by examining five different case studies where the mobile platform was successfully used to engage with consumers.

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Categories:Types, Research
Published by: Zeebric on Jan 31, 2013
Copyright:Attribution Non-commercial

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02/01/2013

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How Smart Brandsare Effectively Using Mobile Engagement toRedefine Relationshipswith their Buyers
 January 2013
 
Table of Contents
Overview
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
 What not to do when engaging with customers
. . . . . . . . . . . . . . 2
What to do when engaging with customers
. . . . . . . . . . . . . . . . . . . 4
Case studies
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
People
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
1-800-Flowers.com
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Texas Roadhouse
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Handy
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Budweiser
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Conclusions
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
 
Overview
Smart phones are everywhere and whether we like it or not, they’re helping consumerswith their purchasing decisions. Numerous studies have revealed that shoppers like tolook up deals and discounts on their mobile phones, check out product reviews andcompare prices, besides sharing pictures of products they like and might want to buy.Apart from these activities, of course, consumers are also actually making purchases ontheir mobiles; this section of shoppers comprised a respectable 34 percent in 2012, ascompared to 19 percent in 2011
1
.Clearly, more and more people are not only doing their retail-related research on their mobiles; they’re also using these devices to fulfill their shopping needs. It’s obviousthat any brand that wishes to tap this segment of consumers, which is rapidly growing,needs to seriously think about engaging with its customers via mobile.Smartphones are powerful data-collection tools. They could be used in myriad ways bycompanies looking to engage more directly with their customers. The first and the mostobvious way, of course, is connecting with them via location-based services such asFoursquare and offering them deals and discounts based on the number of check-ins.However, mobile engagement needs to be more than reactive. It needs to be deployedin order to not just get customers to buy more in terms of quantity and frequency; mo-bile engagement needs to be used to build an actual relationship with customers, sothat there’s a two-way flow of communication, where customers can inform brands of 
1 “Mobile Payment Use Nearly Doubles in a Year”; Tode, Chantal; Mobile Commerce Daily
1

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