JCPenney announced its leap into developing a pilot program for mobile advertising. There decision to do so was based on the idea for customers to redeem savings during point-of-sale transactions. This saves the customer time by not having to worry about bringing in the direct-mail coupon that they received. Instead, they can access the coupon right on their phones and present it to the cashier once they are ready to pay for their items. Not only is this more convenient, but it provides more control in terms of the immediacy of having a coupon readily available.
Though this campaign is aimed towards the retention of existing customers, it will also be used to increase brand awareness with the hopes of bringing in new customers. I feel that the company will ultimately find success with their “mobile computing” pilot project mainly because its where the latest trend of technology advancement is leading towards. Although it may be “unexplored territory”, one thing is for sure, and that is the demographics of their targeted audience are females between the ages of 25-44 years old, and many of whom which own a web-enabled phone.
Mobile couponing is an indication that times are moving closer and closer to a digital world of communication. Interactive rich-media environments are going to be the basis for business to connect with the customers. In this fast-paced world that we live in, the one thing that a majority of us are pressed for is “time.” It gives companies such as JCPenney a competitive advantage against its rival competitors who are not utilizing this technology. Understanding the needs of customers is crucial to the success of any company, so by delivering a way to put the customer in control, they are essentially addressing their needs, which I’m sure every customer can truly appreciate.
Will this form of advertising be successful? Surely, time will only tell if success is in the works of occurring. However, I feel that the ability to track analytics to see if the coupons are impacting the sales is a huge step in determining the likeliness for success in a campaign such as the pilot project”. As long as mobile growth and the sales of portable web-enabled handheld devices continue to expand, more and more customers are going to use mobile coupons, which means that, yes, there is a huge possibility for this type of advertising to be successful.
Mobile couponing is an indication that times are moving closer and closer to a digital world of communication. Interactive rich-media environments are going to be the basis for business to connect with the customers. In this fast-paced world that we live in, the one thing that a majority of us are pressed for is “time.” It gives companies such as JCPenney a competitive advantage against its rival competitors who are not utilizing this technology. Understanding the needs of customers is crucial to the success of any company, so by delivering a way to put the customer in control, they are essentially addressing their needs, which I’m sure every customer can truly appreciate.
Will this form of advertising be successful? Surely, time will only tell if success is in the works of occurring. However, I feel that the ability to track analytics to see if the coupons are impacting the sales is a huge step in determining the likeliness for success in a campaign such as the pilot project”. As long as mobile growth and the sales of portable web-enabled handheld devices continue to expand, more and more customers are going to use mobile coupons, which means that, yes, there is a huge possibility for this type of advertising to be successful.
Sources:
No comments:
Post a Comment