Mobile show-rooming spells trouble for unprepared retailers
October 22, 2012 Mobile Leave a comment
Show-rooming points to big troubles for brick-and-mortar stores. Recently while shopping for a new refrigerator I thought I would give showrooming a try. It’s pretty easy to do, you can use an app like Amazon or Red Laser and quickly scan barcodes on appliances other items in any store for a quick comparison. To capitalize on this trend many online retailers are offering free shipping and set up for large appliances. My results – I could’ve saved $250 online. However the retailer was prepared and offered free set up, haul-away and a gift card. Lesson learned if you’re going to showroom give the salesperson at least a shot at matching the price. For retailers think about embracing show rooming with your own scannable codes and price match offers. Make sure you remind consumers about services and guarantees you may not get from online retailers. More about growing show rooming trends.
VIA WARC
CouponCabin, the deals website, and Harris Interactive, the polling firm, surveyed2,361 adults, and reported that 43% of people owning a smartphone or tablet participated in this activity.
Upon being asked if they were worried that this might cause bricks and mortar stores to go out of business, some 44% of the panel proved “not at all concerned”.
A further 41% were “somewhat concerned”, while 12% were “very concerned” and 3% were “extremely concerned”, the study found.
By category, the uptake of such behaviour was highest when considering home electronics, hitting 50%. Entertainment products like books, DVDs and CDs logged 40% here.
These figures stood at 31% for the apparel segment, as well as 29% for footwear, and 24% for desktop PCs, the analysis revealed.
Overall, a 97% majority had ultimately bought an item researched in this way at a lower price than was available in stores.
Within this group, a 28% share of shoppers either “always or often” did so, and another 68% “sometimes” adopted the same strategy.
“Consumers are using technology to find as many ways to save as possible, and showrooming is a prime example of that,” said Jackie Warrick, president of CouponCabin.
“As showrooming becomes more widespread, some stores are concerned and are changing their strategies, offering new incentives and providing special offers to keep shoppers buying at their retail locations.”
Research from Deloitte has suggested that over 50% of consumers were likely to be carrying smartphones when Christmas shopping this year, compared with 40% last year.
“Those [chains] who adjust and are able to be nimble with their customers will have a great holiday,” said Alison Paul, retail and distribution sector leader at Deloitte. “Showrooming is a phenomenon, but it will not end retail as we know it.
“Retailers recognise that having the customer in the store is nine-tenths of the battle,” she added. “There’s nothing like the immediate gratification of walking out with what you came to get.”
Data sourced from CouponCabin/Chicago Tribune; additional content by Warc staff, 22 October 2012
Are apps replacing bookmarks?
October 10, 2011 Mobile Leave a comment
If you use an iPhone, iPad, or Android device you probably rely heavily on apps to get to some of the companies you used to visit via your web browser. Think about it, Facebook on your iPhone, banking app on your Android phone, Twitter app on your iPad. Consumers are beginning to expect companies to provide access via apps and mobile websites linked via web apps (ESPN On the iPhone combines both). That’s why the growth in Apps is looking more like growth of websites in general. In addition QR codes, and links to apps and web apps delivered via SMS in many cases make it easier than navigating to a companies traditional website and bookmarking it. Need more info,see research below or reach out to ApolloBravo for a mobile readiness evaluation.
Read More Via Warc
GOTHENBURG: App downloads are set to increase rapidly around the world in the next five years, fueling growth in the subscription and advertising revenues generated through this channel.
Berg Insight, the research firm, estimated the number of apps installed by consumers on wireless devices will grow by 56.6% annually between 2010 and 2015, reaching 98bn a year by the end of this period.
More specifically, the company reported the revenues resulting from individuals paying for these tools, alongside in-app purchases and related subscriptions, hit €1.6bn in 2010.
It predicted the amount delivered by these combined activities should stand at €8.8bn in 2015, equivalent to a compound annual growth rate of 40.7%.
Apple is currently the leading source of income where mobile applications are concerned, with the firm’s App Store supplying some €1.3bn last year, a total anticipated to come in at €4.4bn in 2015.
During the same period, Google’s Android platform contributed a relatively modest €80m, but is projected to yield €1.5bn by the end of the forecast period.
The Windows Phone operating system manufactured by Microsoft is likely to assume third position in this area by 2015, although the company still has work to do if it is to catch up with Apple and Google.
Elsewhere, Berg Insight reported that in-app advertising was worth €300m last year, or 16% of all application revenues. Ad sales through this channel should be €750m in 2011 and €3.5bn in 2015.
As advertising is expected to be more of a “volume game”, Google Android is anticipated to assume a leading role, as the number of handsets utilising this operating system may be more prevalent, while Apple’s subscribers remain of higher value.
Overall, Berg Insight argued that Android would provide €1.2bn in ad revenues by 2015, versus only €39m in 2010. Apple’s comparative returns are pegged to rise from €230m to €1bn in this period.
Johan Svanberg, a senior analyst at Berg Insight, said: “Most apps are free to download and app monetisation will be a challenge for developers. Free to download monetisation strategies such as in-app advertising and in-app purchasing will be increasingly important.”
Geographically, Asia Pacific, which houses the key mobile markets of India and China, is pegged to account for 40% of all app downloads by 2015.
Data sourced from Berg Insight; additional content by Warc staff, 10 October 2011
A closer look at QR codes
June 14, 2011 Mobile, News Leave a comment
As brands scramble to adapt to the rapid rollout of QR codes by retailers like Target, Wal-Mart, Best Buy, Home Depot it’s important to understand both the user and the retailer experience. By year-end wireless industry watchers expect nearly 20% of mobile phones to have some type of QR code reader. Which leads to the question, ” what about the other 80% of users”. We believe that integrating QR codes into short code keyword campaigns solves this problem and also gives users a quick and easy way to download a reader if they don’t have one. Another important aspect of QR codes is the destination, making sure users have a good experience on their mobile device. This means building sites that automatically redirect when a QR code is scanned. It is not a good idea to send a mobile user to a traditional website as it will not be a great experience.
Take a look at our ShortQR code below and notice you can reach our site by texting or scanning the code. You’ll also notice that your phone will redirect to a mobile version of our website www.apollobravo.com . Feel free to contact us for more information on how we can quickly integrate QR codes, short codes and mobile optimization into your next campaign.
Read more on the QR code revolution from warc.com
NEW YORK: Companies like Home Depot, Starbucks and Macy’s are using QR codes to engage shoppers.
Home Depot, the DIY chain, first used these tools in advertising and bricks and mortar stores earlier this year, a move it expects to gain popularity across the industry.
QR codes are images that can be scanned by smartphones to find out information about goods and services.
The Home Depot material made available to people “snapping” a relevant symbol included “how-to” guides and suggestions discussing different aspects of home improvement.
“This is where other large retailers are heading,” Tom Sweeney, Home Depot’s senior director for online strategy, told the Los Angeles Times.
“We wanted to make sure we were in line with the retail world. It’s definitely coming into its own and becoming a more prevalent way for retailers to connect broadly and engage with customers.”
Colin Gibbs, an analyst at GigaOm Pro, the research firm, equally believes enthusiasm for such tactics was noticeably growing among brands.
“Advertisers are regarding them as the hottest new tool of mobile advertising,” he said.
“They love QRs because they’re cheap and easy to deploy, and you can put them anywhere from print ads to the back of stadium seats.”
Last month, Starbucks rolled out a “scavenger hunt” linked to a tie-up with singer Lady Gaga, and involving solving puzzles on the web.
Access to this game was secured by activating QR codes in the company’s stores, thus integrating the digital and physical spaces.
Running over several stages from May 23 to June 3, this initiative sought to encourage social interaction between participants.
“We wanted to make it so that there’s things to talk about and share,” said Matthew Guiste, Starbucks’ director of global social media.
Department store chain Macy’s unveiled a similar programme, “Backstage Pass”, in February, offering 30-second films containing fashion hints and tips.
Users could also watch longer-form content starring founders and representatives of various brands, like Martha Stewart and Tommy Hilfiger, as well as influential bloggers.
In order to educate customers, large signs were displayed in stores presenting guidance about how QR codes worked.
Martine Reardon, Macy’s executive vice president, marketing, asserted this approach yields a variety of potential benefits.
“[This] is an exciting evolution that brings our stable of fashion experts and designers directly to the customer while they’re shopping in our store, through their hand-held mobile devices,” she said.
“By providing fun and informative video features … we are connecting and engaging our customer in a personal way that enhances and adds a new element to their shopping experience.”
Research firm Forrester revealed last year that just 1% of all mobile subscribers – and 5% of the smartphone audience – had interacted with QR codes.
However, it reported 25% of people with a handset powered by Google Android, and 7% of their iPhone counterparts, interacted in this way during the three months prior to the study.
Alongside driving awareness, concerns related to privacy, a worry covering many elements of the digital sector, also need to be addressed.
“Theoretically, over time companies can build up their database and amass a collection of information that leads to a profile of who I am and what I buy,” said Julie Ask, an analyst at Forrester.
Data sourced from Los Angeles Times/Mashable; additional content by Warc staff, 13 June 2011
