What Meijer has Learned From its Mobile Initiatives

So, what has Meijer learned so far from its mobile marketing/mobile commerce initiatives? Baumgardner listed the following four things:

• Dabble in the space, but only for a short time. "If your coporate office gives you a little bit of a leash, make sure to present them with results, and fast," he said. "All the metrics are fine, but where are the sales, the ultimate KPI?";
• complexity is an understatement;
• always changing is an understatement; and
• as media consumption behaviors evolve, "figuring [mobile] out has become job number one," he said.

Also during the presentation, Mike Romano, co-founder and executive vice president of SmartReply, a mobile technology and services provider (and Meijer's mobile vendor), discussed why mobile is an important tool today.