Excellent MediaPost article today by Steve Smith, longtime reporter for Media Industry Newsletter, an Access Intelligence property. Steve writes about a new way NearbyNow, the company that adds new media channels to mall shopping, is using mobile to spur retail sales.
The company offered SMS sale information for some time. (Unfortunately at no malls near my city, or I’d give a end user report) This service saw limited adoption.
Now the company is offering a “mobile claim ticket,” where the shopper searches online before going to the mall for a particular item. If it is available, a ticket can be sent to the shopper’s phone. Interestingly, when a specific saleperson’s name is included in the message, 40% of online users request the SMS.
This seems to confirm something I’ve believed for some time. Americans will be open to messages sent to their phones when there is a very strong value proposition — something like a free offer or a discount that clearly saves them money. And it has to be something they actively choose to receive. I don’t think they will welcome straight advertising, no matter how targeted.
Steve also reports that many smartphone users have been browsing while in the mall, looking for deals. As this type of behavior continues, the whole nature of shopping will change:
Ultimately, a real-time in-mall mobile system like this can turn the tables on the shopping experience. Once retailers know you are in venue, with money to burn and with specific needs, then let the games begin. You are not shopping anymore; you are filtering RFPs from potential suppliers. With personalization comes great power.