Article

CETW12: Using other media to push mobile

Retailers must provide a connected experience in order to thrive.

March 28, 2012

We've all heard the staggering stats about the increased use of smartphones, but industry experts discussed today how that use has changed the way people interact with the world.

Consumers' rapid adoption of texting, chatting, emailing and shopping via mobile has transformed the retail experience so much so that retailers failing to embrace mobile will not survive, said Steve Gurley, during a Customer Engagement Technology World panel called, "How to Navigate the Complex Mobile Ecosystem."

"If you are not delivering your services on mobile, do not expect to engage this next generation," said Gurley of Symon Communications, a digital signage manufacturer.

Digital signs and kiosks going mobile

One way to successfully implement mobile is to use other media, such as kiosks and digital signs, as catalysts. For example, Victoria's Secret deployed digital signs that played music videos and also featured a call-to-action asking customers to text their ideas for funny pick-up lines to appear on underwear. The digital signs displayed each text message. Jeremy Lockhorn with Razorfish spoke about how his digital marketing firm partnered with Akoo, the social music television network behind the music videos, to create the campaign targeting college students.

"You gotta focus on the audience," he said in the panel sponsored by the Digital Screenmedia Association. "You must remember the consumer from both a media and a creative/experience perspective."

It's also important to align the engagement mechanics to the channel. For example, people interact with Akoo via SMS, which is one reason why the company went with texting.

Lastly, a simple, clear call-to-action must be present for the duration of the spot. A big mistake retailers often make is to flash the directions for only a few seconds, Lockhorn said. People need more time to process the requests.

Connecting a variety of technology platforms to convey one message is no simple task, but the panelists agreed that the smartphone can be a tool to accomplish the goal.

"Digital signage and mobile can work together to increase engagement," Lockhorn said. "Next, we need to link to sales."

Read more about retail.