Abstract: Using mobile marketing at point of sale is a great way to engage consumers at their critical decision making point. In this article, we cover the selling points of in-store mobile marketing and drill down into five of the most promising tactics: product information, driving traffic to stores, loyalty programs/mobile coupons, campaign extensions, and brand utility.
Focusing on Point-of-Sale
In this economic environment, it’s more important than ever for brands to influence purchase decisions. When shoppers browse supermarket aisles, they are overwhelmed with over 45,000 SKUs. 90 percent make unplanned purchases and 51 percent of those purchasing decisions happen in the aisle. Further, 68 percent are brand switchers with 73 percent shopping in more than five channels. More consumers are also shifting to private label products and deliberating their purchases during tough times.