Mobile shoppers want value beyond price

Mobile is now an essential shopper marketing and retail activation touchpoint. Shoppers are using mobile sites, apps and utilities to assist in their purchase decisions and, as a result, we see a huge opportunity in using mobile technology to both activate sales and then build longer term customer loyalty.

To gain some insight into how consumers are using their mobile device at retail, watch this 2 minute video filmed in San Francisco, London and Singapore.


New research* shows that “better customer service” and “loyalty points” were the top two reasons that respondents had for “checking into” a retail store. 55% of mainstream consumers wanted better customer service while 50% seek loyalty points, indicating strong consumer demand for mCRM, the practice of building relationships with customers through the mobile channel.

*Source: OgilvyOne & OgilvyAction Global Mobile Retail Study. US figures only.

Gareth Ellen is the Executive Vice President, Director of Digital at OgilvyAction in New York.

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Posted in Mobile Retail

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