Proximity Advertising and the nature of mobile makes it uniquely attractive to marketers

Shoppers carry mobile devices everywhere they go, and they’re already using  their phones to redeem coupons, research products, and pay for things online and  offline.

And with mobile, it’s now feasible to track an individual from the very first  intention to shop for an item, to the actual purchase at  point-of-sale.

Here’s a brief overview of the rise of the mobile  shopper:

  • The nature of mobile makes it uniquely attractive to  marketers: Commerce  has always struggled with two basic challenges – increasing consumer traffic and  influencing shopping decisions just as the consumer’s about to  buy.  With location targeting, shoppers can be enticed into stores  for items they’re in the market for. With in-store mobile marketing, an  indecisive consumer can be nudged toward a specific brand or product.
  • Mobile commerce is big, and getting  bigger: 29% of U.S. mobile users already have  used their smartphones to make a purchase.  Mobile sales were 6.6% of Cyber Monday  e-commerce sales in 2011, up from 3.9 percent in  2010. Bank  of America predicts $67.1 billion in revenue from smartphone and tablet  retail purchasing by European and U.S. shoppers in 2015. Many  other statistics – such as YOY quadrupling in traffic from tablet visitors to  retail websites – suggest a similarly huge wave of mobile commerce to  come.
  • Mobile payments solutions will help drive  growth:  Mobile payments are about the extra value that can created as a direct link  between brands and consumers. That’s the direction being taken by  Passbook, which sidestepped payments to start with coupons, loyalty rewards, and  ticketing. Established mobile payments players, such as Square and Google  Wallet, are building  on transactional solutions to offer  shopping-related services.
  • As will increased tablet usage: It has long been known  that consumers use their tablets to research purchases. But tablets are  also used to complete purchases, much more so than smartphones. Tablets  drive more traffic to online retailers than smartphones, and tablet consumers  spend more per transaction than PC-based shoppers. With  tablet sales set to explode in the coming years, this trend will only  increase.

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