Making Mobile Commerce Work in Retail

Consider an athletic shoe brand. As part of its loyalty program, it could offer a mobile app that tracks distance, time and speed in a consumer's profile. Each time a runner accrues 300 miles, the brand could use the opportunity to engage directly with the consumer, reminding them that it's time to consider a new pair of sneakers and offering a discount. This is compelling for a number of reasons: one, it shows that the brand cares about the individual; two, it provides value because it reminds the consumer that his or her shoes should be replaced every 300 miles to 500 miles; and third, it rewards loyalty through a discount on a purchase — not to mention the mobile app's overall tracking of performance. The brand becomes more of a trusted partner in fitness and health for the consumer, differentiating it from other athletic shoe brands which are simply sneaker manufacturers.