Study: US Retailers Jockey For First-Mover Advantage In The Mobile Channel

Forbes Insights released an interesting study yesterday that asked executives at leading US retailers about their mobile plans, with nearly half saying their approach to the mobile channel was being driven by a desire to capture “first-mover advantage” and increase their engagement with mobile customers. The study found that nearly three out of four (73%) …   Read More

3923 3
3923 3

Study - US Retailers Jockey For First-Mover Advantage In The Mobile ChannelForbes Insights released an interesting study yesterday that asked executives at leading US retailers about their mobile plans, with nearly half saying their approach to the mobile channel was being driven by a desire to capture “first-mover advantage” and increase their engagement with mobile customers.

The study found that nearly three out of four (73%) retailers now have some type of mobile initiative in place, and another 20% are in the process of evaluating the mobile channel.  Today, 66% of respondents said mobile gets less than 10% of their marketing budget, and just 8% say it makes up 20% or more of spend.  In three years, however, 31% said mobile will get less than 10% of marketing dollars, and 31% say it will get 20% or more.

What I find interesting is that a good deal of focus is being placed on  “integrating mobile initiatives with physical stores, websites, and other sales and service channels.”  Today, just 13% of retail respondents said mobile was fully integrated with these channels, but 40% expect full integration a year from now.  This is why LBS apps play so perfectly into the mobile strategy of retailers, and why the likes of Foursquare, Gowalla, Loopt and others are in a prime position to perfect their rewards-based marketing models and offer retailers mobile engagement like they’ve never seen before.

“The ubiquity of mobile devices is changing how retailers interact with their customers,” said Stuart Feil, editorial director of Forbes Insights. “The study shows that retailers are eager to take advantage of the power that smartphones put in consumers’ pockets and purses. Still, these retail chains are facing challenges in creating cohesive, integrated strategies in this fast-moving marketplace.”

There’s a ton more in the actual study and it’s definitely worth the read.  It can be downloaded here.

In this article

3 comments

  1. Eric James

    Mobile has turned the corner and the time IS now to align with a solid text messaging and mobile strategy company to position your business for the wild ride! Business orientation and training is the key factor now.

    Like any new technology and most importantly in the fast pace of marketing and advertising; you have a small window of time to be relevant or relative.

    Seek out the Blueprint, the Mobile Advertising Blueprint.

  2. Marie Joanna

    Wow, I think the way the mobile industry has taken over control in the last decade is so crazy. I remember a time where there were no mobile phones at all, when we actually used phone boxes to make calls. Well and now even publicity and all that stuff is made via the cellphone.

  3. Pasteurizers

    "Hmm.. mobile marketing? What's this? Who cares! We have to be the first to capture this new market!"

    Six months and a wasted budget later, you see what mindless enthusiasm gets you nine times out of ten..

Comments are closed.