In brief: Moving on with another in the “best of” selection of executive interviews from the Netsize Guide 2010. This week we speak with M&S, a major U.K. retailer to find out how mobile is improving the consumer journey from browsing to basket. Sienne Veit, Social and Mobile Commerce Development Manager, M&S Direct, discusses the technology (2D barcodes, mobile coupon vouchers) and techniques (reaching out to people who have opted in for marketing messages) that deliver success.
The evidence is mounting for a new and profound mobile mega-trend: retail is going mobile. In fact, a weekly roundup of must-read mobile permission marketing news from Optism points us to survey results from Harris Interactive (commissioned by Placecast) that show mobile marketing messages delivered to people who ask for them have indeed influenced their decision to purchase goods.
Specifically, location-based mobile alerts have led a third of women 18 to 34 to visit a store. More importantly, 27 percent of respondents in that demographic said mobile messages have impacted their decision to buy in a physical store. (More in this worthwhile and detailed post from Internet Retail.)
SHARP FOCUS ON MOBILE COMMERCE
The observation that the physical and digital worlds are morphing also formed the core focus of the Netsize Guide 2010. The mobile analysis and almanac tracked the impact of mobile on a variety of verticals (including retail) and showed (through case studies) how major players are using mobile to achieve real results.
Netsize is also gearing up to release another in its series of industry insight reports. The first two in the series focused on the app store business models and payment mechanisms that will most likely separate the developer leaders from the also-rans. (Download) The next in the series will again draw from a survey of 1,000+ mobile professionals to measure interest in mobile commerce and identify effective approaches.
INTERVIEW WITH M&S SIENNE VEIT
Expansion into new markets and new marketing methods is a top item on the agenda for Marks & Spencer (M&S). The company, one of the leading retailers in the U.K., is a mobile maverick. The sharp focus on future growth and ways to improve the customer shopping experience has led M&S to launch a series of innovative mobile marketing campaigns, including a nationwide trial of 2D barcodes. Sienne Veit, Social and Mobile Commerce Development Manager, M&S Direct, talks about the role of mobile and the company’s wider strategy to improve the customer journey from browsing to basket.