Tuesday, December 22, 2009

7-Eleven Mobile Marketing Shows Promise

CM Comment: Consumer products industries continue to test mobile marketing.

December 18, 2009: summarized from NACS Online -- Most of us know that mobile marketing is huge overseas and largely untapped in the U.S. market. However, we’re getting there...slowly but surely.

7-Eleven is testing mobile marketing in about 200 San Diego stores and has so far “avoided some of the read-rate accuracy problems that have plagued other trials,” reports StorefrontBackTalk.com.

The program may raise a few questions, such as the potential to be marketing to kids “officially as young as 16” or as young as 14. As for spamming, because of the trial’s opt-in feature, complaints about receiving unwanted ads should be minimal.

The news source writes that 7-Eleven designed the mobile marketing trial to “test several concepts,” such as whether folks want to use their cell phone as a mobile device, connecting with the Gen Y/Millennial customers and reaching Hispanic consumers.

Most importantly, however, is whether the technology works. So far, the consensus is yes. And in the event that the barcode won’t scan from a mobile device, the store associate can manually key in the coupon number.

Read more at: http://bit.ly/5ICWx8

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