According to the advisory firm, smartphones are due to impact 5.1% of all retail store sales in the US in 2012, equivalent to $159bn in revenues. Such a total can be compared with an anticipated $12bn in pure m-commerce returns.
The influence of these devices should also grow “exponentially” between now and 2016, shaping 17% to 21% of sales, or $628bn to $752bn, by 2016, when mobile commerce attains a value of $30bn.
Based on a survey of 1,071 nationally representative consumers and 1,557 smartphone users, Deloitte reported 48% of people own a smartphone.
Some 58% of this group use their mobile for “store-related” shopping, climbing to 68% for 25–34 year olds.
The analysis also stated uptake of this activity rose 40% after the first six months of device ownership, and people using phones in this way are 14% more likely to convert in store.
Similarly, 49% of smartphone users had engaged in this pastime when buying electronics and appliances, doing so on 60.9% of shopping trips. This gave mobile an “influence factor” of 8.3% over category purchases.
A further 46% of this audience used these gadgets in general merchandise outlets, department stores and warehouses, typically on 52.5% of visits, yielding an “influence factor” of 6.7%.
Elsewhere, 38% of smartphone users employed their handsets while making acquisitions in the clothing and footwear segment, with a 56.2% frequency. Wireless devices thus impacted 5.9% of sales in all.
Additionally, 35% of this audience turned to smartphones in the food and beverage category, generally on 58.2% of shopping occasions, results meaning they played a role in 5.7% of decisions.
Overall, 61% of people participating in this kind of activity accessed their handset in store, while 52% did so on the way to these outlets, 45% on the night before, 17% two days earlier, and 10% a week prior to attending a bricks and mortar vendor.
Alison Paul, Deloitte’s retail and distribution sector leader, said: “Mobile is an important tool for retailers to incrementally drive traditional in-store sales, strengthening the relationship between retailer and consumer to increase engagement and loyalty.”
Data sourced from Deloitte; additional content by Warc staff, 29 June 2012
Denny’s Free Grand SlamTuesday’s free Gland Slam breakfast was a huge success for Denny’s. Their creative and funny Superbowl spot created lines around the building at locations across the country. The restaurant chain is estimated to have served nearly 2 million of the free breakfasts in this one day giveaway.
But I can’t help but wonder what Denny’s is like the day after the big giveaway? While their business may be up due to more people thinking about having pancakes for breakfast, I am certain they don’t have lines around the buildings today.
Had Denny’s used a text message reminder option, as I mentioned in my Superbowl Mobile Ads and Mobile Misses video, they would have a way to reach millions of people today too (without the expense of another costly Superbowl ad). It might look like this:
Want another free Grand Slam breakfast? Join Denny’s Text Breakfast Club.
Receive a mobile coupon 4 a free Grand Slam w/o the crowds. Reply Y to sign up.
Bingo. Now they would have a nice steady stream of people coming in to get a second free breakfast over the next month (or however long they wanted to extend their offer.) This would get even more free publicity for the restaurant chain because no one else is doing this – YET.
When I say this was a “mobile miss” this is what I mean. The Denny’s Superbowl ad was a huge success. It could have been even bigger and long lasting had Denny’s leveraged the power of mobile.
From MobileMarketingProfits.com by Kim Dushinski
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Papa John’s has been working some magic in the last three days with their attempts to build up the number of Papa John’s fans on Facebook, surging from around 10,000 fans on Sunday, to more than 164,000 at the time of this post. Damn. How could anyone possibly increase their fans on Facebook that fast? Well, it’s because of an offer for FREE pizza:
Hey everyone loves something free right? Not hard to get someone to click a link to become a fan if they know they are getting a free pizza out of it. Bargain shopping and coupon websites and blogs were abuzz and Papa John’s added 120,000 fans in the first 24 hours of the offer.
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