Tapping mobile technology to expand your business

In preparation for next week’s Independent Photo Imagers (IPI) Members’ Retreat & Supplying Partner Trade Show, I wrote an article for their newsletter. Since it contains some good insight, I figured it was worth sharing with “the world at large!” Enjoy:

Tapping mobile technology to expand your business

By Pierre Barbeau, CEO of Moblico

No matter what industry you’re in, by now you’ve probably noticed mobile devices and supporting technology/apps are showing up everywhere. Consumers are using their mobile phones less for calls, and more as mini-computers. According to research by wireless industry association CTIA, the number of text messages sent per individual mobile device’s users increased by nearly 50% nationwide during the last year. And what’s more, the amount of data in text, e-mail messages, streaming video, music and other services on mobile devices in 2009 surpassed the amount of voice calls in the U.S.

Experian/ PriceGrabber.com just released the results of a survey surrounding smartphone usage. PriceGrabber polled 2,445 online consumers from March 26 to April 12, 2010 and determined that 22% of consumers intended to makes a purchase from their mobile device in the next 12 months, 19% of consumers use their phone to browse for products, compared with 14% in 2009, and of the 13% of respondents who did use their phones to shop, the majority of them had purchased books, electronics, and clothes.

Why this should matter to you

What does this mean to photo retailers specifically? That it is time to get in the mobile game and profit from consumer behavior and needs! At the upcoming IPI member’s retreat, my team from Moblico, a provider of mobile customer relationship management solutions, and I will be there to share insight and demonstrate specific ways photo retailers can take advantage of mobile to attract, transact, and retain customers. Or, more importantly, extend your store experience to keep your customers buying, even when they are not in your store!

Why mobile is becoming a critical tool for retailers:

1. It’s Personal: Consumers are increasingly dependent on their mobile phones. People are customizing their devices so that not only are they a reflection of them, they are assisting them with many areas of their daily lives such as product research and store locations. For instance, many major retailers have branded mobile apps that consumers have handy on their devices.
2. It’s Instant: Consumers want what they want, and typically they want it right away! Traditionally when someone reads or sees an advertisement, they have to remember a call to action which could be to show up to a store on a certain day or conduct an activity to receive some kind of incentive. With mobile, a retailer can offer a promotion that asks consumers to sign up to receive text messages, offering them entry into a contest or other activity such as 50% off the purchase price of an item that day, just for submitting their mobile information. By building their mobile database, retailers can target interests by sending exclusive offers or other instant communications that fit consumers’ needs. This is especially effective because the messages are being sent to consumers who want them.
3. It’s Convenient: Let’s face it, it does not get any easier than something that is always in a consumer’s hand, pocket, purse, etc. Consumers are more likely to take advantage of something that is not a lot of work for them. In fact, for Black Friday, many major retailers like Wal-Mart have been enticing reluctant consumers with mobile offers and “secret sales,” boosting store traffic and causing people to make purchases online.
4. It’s Dynamic: A technology that is popular in other parts of the world that is now emerging in the U.S. is mobile barcodes (or quick response/QR codes). In its simplest form, a person uses the camera phone to automatically launch a website or initiate a phone call or text message, just by scanning over an image. On the coupon side, retailers are cutting costs and increasing sales by pushing coupons directly to consumers’ phones.
5. It’s Trackable: Unlike direct mail, flyers or catalogues, retailers have the ability to track the effectiveness of their mobile initiatives in many ways. Mobile can help eliminate that “black hole” of the unknown! Unlike direct mail, flyers or catalogues, retailers have the ability to track the effectiveness of their mobile initiatives in many ways, some as simple as tracking how many people text in a response to an offer, or some more in-depth such as which region was the most responsive to a particular piece of your strategy.

Mobile really is a channel that can benefit retailers in ways that are only limited by imagination. Our team of experts can guide you on how to best take advantage of the opportunities, customized to your specific business. We look forward to meeting with you at IPI Members Retreat in Las Vegas! I will also be giving a presentation entitled, “Discover New & Simple Ways to Profit with Mobile Marketing” at the IPI Breakout Presentation on Thursday, June 24 at 11:30 a.m. that will include an invaluable demonstration as to how photo retailers can directly leverage mobile and turn a profit right away! You won’t want to miss it.