Mobile Marketing

Magazine publishers are rapidly getting serious about ecommerce. Earlier this month, Time Out New York, a weekly print and digital magazine covering entertainment in New York City,began selling event tickets through its website and iOS apps. And last week, Time Inc.-owned Real Simple magazine released a mobile gift guide that allows users to shop directly from the app. The next day, Elle magazine launched a shoppable trend guide on Facebook that encouraged users to make purchases on advertisers’ websites.

A Gamefly executive at the Mobile Shopping Spring Summit said the company has passed the tipping point with mobile email opens.

It's clear that mobile POS is the present and future of retail. So how do retailers get started? Begin by considering the basics: setting goals and value propositions, hardware and operating system (OS) considerations, defining and calibrating metrics, and the timing of deployment.

Apparel retailer Maurices has debuted a new mobile application designed to enhance its customers’ in-store shopping experience. The app, introduced by AT&T and developed using Digby’s Localpoint mobile platform, allows the retailer to set virtual perimeters around its stores. Once a shopper has the app on their smartphone, and accepts the use of location information, Maurices can send them timely messages and offers via a push notification, alerting the user to noteworthy news about the specific store location as soon as they enter. 

GNC Holdings announced the release of its new iPhone application and introduction to the Android market. The application will follow GNC's successful entry into the smartphone marketplace with its March 2011 launch of the GNC iPhone application, which has received more than 100,000 downloads to date.

The New York Times recently reported that during the past holiday season tablets became popular tools for online shopping, with 75 percent of web shoppers making a purchase on their tablet. With the recent release of Apple’s newest iPad, it’s clear that “couch commerce” has arrived. To help consumers find their way around your tablet storefront, follow the four tips below to remove navigational and search barriers that can prevent them from fast, easy browsing and shopping.

Rite Aid has become the latest chain to join the retail smartphone application game. The retail pharmacy chain recently launched an app for smartphones that allows users to refill and transfer prescriptions by scanning their barcodes or entering the prescription number, manage their Wellness+ loyalty card accounts, view weekly circulars and compile shopping lists, among other features.

New York drugstore Duane Reade is placing mobile barcodes on store windows to drive social media impressions and foot traffic. 

Macy's is sending out SMS messages to its customers promoting exclusive looks from NBC's "Fashion Star" show, letting consumers shop them through their mobile device. 

J.C. Penney is running mobile ads inside the Hulu Plus iPhone application that let users shop via the retailer's mobile site. The J.C. Penney ads promote the company's new month-long sales that are part of a larger rebranding move.