Has the internet changed the nature of the way shopping occurs in stores these days? more
To a society fascinated with the process of buying and consumption, a great retail experience should be of significant importance; yet despite the fact that 90% of dollars are spent “in store,” the media are crowded with stories and analysis of “online experience” but scant mention is made of the ways in which we can improve the “in-store” experience for consumers.
Brands and Retailers want to reach out to consumers’ at the most impact-full moments, while they are in-store. Many consumers enjoy receiving offers, and the channel of choice for them is rapidly becoming their mobile phone, or smartphone. So, the will and the means are there to deliver an In-Store Advertising experience. But we must remember that Privacy remains an important factor for consumers, especially those who have grown up as internet users, where the Privacy debate has centered for some time, and continues.
So what does Mobile Privacy mean anyway?
Mobile Privacy embraces the principles of internet privacy, but with an extra dimension. The nature of the device (your mobile), and the accessibility of the device (an SMS or smartphone message can be sent at any time, to any place), present a great opportunity for advertisers, but could have downsides for consumers. How many times have you received a marketing SMS at a completely irrelevant time and place? I know I have, many times.
Location detection capability is also rapidly becoming a powerful tool. Advertisers can reach consumers at critical decision points while they are shopping. Consumers are far more accepting of promotions that reach them with relevancy. Everybody likes to save money, or feel ‘special’ compared to others.
Best Practice today requires a commitment to gain the agreement (via opt-in) of consumers to receive messages to their mobile device. Therefore consumers must be provided with a motivation to Opt-In. The ability to provide actionable, targeted promotions, offers and advertising messages that are valuable to consumers is key. However compelling the content, concerns over privacy of information must be stated clearly and addressed before you can expect consumers to opt in.
True, the 18-42 age demographic are much more open and receptive to mobile marketing. It’s as if they have made a lifestyle decision to swap personal information for the benefits of getting valuable, cool and fun messages. Among the affluent sector of this group, social kudos comes with having the best and coolest connections from your phone, and Brand Managers can leverage this in their loyalty programs.
Novitaz not only embraces the Privacy best practices defined by Legislation, Consumer and Advertising Authorities but we are actively joining the debate with other commercial enterprises that we benchmark and reference as similar business models in our sector - Google, Yahoo, MSN, Mobile Advertisers and App Developers. We are committed to taking special care to make sure that we meet the needs of advertisers, without crossing boundaries of acceptability to our consumers as we all venture into this brave new world together!
