Earlier today I posted a Tweet about an article I read in eMarketer, titled “Big potential For In-Store Mobile Marketing”. A few minutes later, a reply came in asking me what I thought it meant for SMBs.
The entire article is fascinating, but I found this part the most insightful:
As more in-store shoppers—especially millennials, who are used to turning to their mobile phone to stay connected anytime, anywhere—become mobile web users, demand for an in-store experience that takes advantage of web capabilities will only grow.
Developing and executing an in-store mobile marketing strategy can be expensive, which is why it will mostly be done by larger companies with numerous brick and mortar stores. However, opportunities exist for small and medium-sized businesses to develop a more cost-effective strategy for developing an in-store mobile marketing strategy.
Here are four possibilities:
- In-store web coupons: Have the coupon URL of a coupon posted in-store. A customer can visit the coupon’s site on their mobile phone, load it and show it to the cashier at check-out
- Get an app.: This is a more expensive option, but it has the potential to pay off in the longer term. Have a mobile app. developed that gives back automatic discounts for in-store use, such as price scanning and more.
- Partner with a geolocation service: Earlier this week I wrote about how SMBs can use geolocation. In this instance, when a customer checks in at your store, they are presented with a coupon to be used during that visit.
- Text message discount codes: Give your customers a number that, when they text it, they are sent a coupon code that can be used in-store. Each day (week/month) the code and discount is different.
Mobile marketing is an emerging field, but the opportunities today are great and diverse. Some are more expensive than others, but all promise to engage customers who shop in-store, in a more direct and meaningful way.
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