Earlier this year we introduced Mobile Moments, a joint project with Google and the Steinbeis University, to showcase mobile needs, trends and success criteria. In the last weeks, we talked to different brands about opportunities arising from the mobile transformation, opening brands new communication channels, interaction tools and business fields.
Mobile opportunity: Using direct purchase options to support convenient purchase for customers and mobile (up)selling for retailers
Take the case of idealo, an online price comparison service: Mobile transformation had opened a whole new business model to the company: the direct purchase on the platform. Customers are increasingly using their smartphones on the go – to compare prices and buy products directly from the platform, instead of being redirected to the retailer’s online shop, as this is much more convenient. Our research finds that 44% of all users of such price comparison platforms prefer a quick purchase, another 38% want to avoid an additional log-in. “The fewer steps are needed, the higher the conversion” affirms Thomas Kurschat, Business Development Manager at idealo.
Another enabler of idealo’s arising business is the lack of mobile competences and resources on the retailer’s side. “M-commerce often means high costs and complexity, especially for smaller traders. It is hard for them to compete against almost 2 million apps”, explains Martin Walter, Business Manager Apps, the benefit for their business partners when using the direct purchase option. Over 700 web traders are already integrated, making the service available for approximately 40% of nearly 2 million products listed on idealo. In the next months, idealo will further expand mobile infrastructure, the direct purchase service and data insights for the traders, making it a win-win-win situation for all: end-customers benefiting from convenient purchase experience, traders leveraging upselling opportunities and idealo, profiting from new business models.
Mobile opportunity: Using Beacons and mobile data for customized offers and dynamic targeting
Customers’ willingness to use their smartphone as support when doing shopping on the go also creates an opportunity for the beacons and platform provider Beaconinside. Vision of the Berlin-based company is to provide the most accurate insight into a customers’ offline behavior, by using Beacons – installed at supermarket shelfs, bus stops or other touch points – to connect and evaluate customers over their smartphone. In a pilot project, they transformed vending machines in the Berlin underground into digital touchpoints. “Beacons-equipped vending machines make it possible to connect with otherwise unknown buyers”, says Michael A. Kappler, Managing Director of Beaconinside. For customers, Beacons simplify the access to mobile information, being relevant in a certain location and context, such as nutritional values or allergen labels of listed products. Beacons also enable the usage of mobile bonus and payment systems. Our related research found that when using vending machines, 18% of all Germans would be interested in collecting bonus points and 15% would like to pay over their mobile phone.
With the Beacons technology, it becomes also possible to optimize the available offer according to shopper wishes: Via a feedback form, which allows customers to submit proposals via their smartphone, or by analyzing the collected data, as buying frequency, customer profiles, success of POS campaigns, etc. Beacons generated data can also be used for dynamic targeting, to deliver promotional messages to customers nearby, based on the specific location, time of the day or other real-time information. Relevant ad messages in turn enhance the perceived value and thus the usage of mobile services.
Mobile opportunity: Using mobile campaigns to engage, entertain and connect with the mobile generation
Using new mobile channels for creating entertaining and thus engaging communication campaigns, is the opportunity Disney is exploiting. “Our major target group are millennials, which use the internet mostly over their mobile. We want to activate them over their favorite channels”, says Thorsten Mühl, Head of Digital Marketing & CRM, at The Walt Disney Company GSA.
For the movie “Finding Dorie” Disney adapted all campaign content to mobile natives: Beside mobile ads, a CANVAS ad on Facebook and in-app gaming ads, Disney connected with the young audience though mobile-optimized video snippets and social media. At the German premiere screening the 21-year-old influencer Donna Romina sent real-time updates from the blue carpet via snapchat. And thanks to chatbots, fans could even interact with “Dorie” via their mobile. For the movie “Dr. Strange” Disney also tested augmented reality posters in selected countries. By using their smartphones people could digitally immerse into the crazy world of Dr. Strange, while waiting for the bus. “We do not want to overwhelm people, we want to entertain them” says Mühl.