Category: Featured News

Report highlights the potential of mobile commerce in the UK

| October 30, 2012

 Mobile commerce to have significant impact on UK retail industry

The Economist Intelligence Unit, an independent research and analysis firm operating in the European Union, has released a new report concerning the impact of e-commerce, mobile commerce, and social commerce on the retail industry in the United Kingdom. UK retailers have been seeing an increase in demand from consumers interested in using their mobile devices as payment platforms. In response, many retailers have begun adopting mobile commerce systems, such as NFC terminals, as well as bolstering their online presence to be more accommodating of social commerce and e-commerce.

New commerce to make up a third of all retail sales in the UK in 10 years

The report predicts that sales from e-commerce, m-commerce, and s-commerce are to make up more than a third of all sales in the UK within the next ten years. These types of commerce account for roughly 10% of all retail sales made in the UK currently. Social commerce is one of the most rapidly growing forms of commerce emerging in the UK. This form of concept refers to sales made through social media sites, like Facebook and Google+. E-commerce has always been a popular option for consumers that prefer not to visit physical stores, but mobile commercMobile Commerce in the UKe may become the leading form of commerce amongst all consumers.

Mobile commerce may reign supreme

The report shows that mobile commerce is growing in popularity and may soon become the primary shopping medium amongst consumers by 2022. The report suggests that consumers are more likely to make impulsive purchases when using mobile commerce platforms, thus giving retailers even more incentive to become more accommodating to these consumers. Given that many of these consumers are constantly connected to social media sites, both mobile commerce and social commerce initiative may stand to net major gains for retailers in the UK.

More consumers expected to participate in new forms of commerce in coming years

Online sales channels continue to outperform traditional channels. The Economist Intelligence Unit predicts that consumers will favor online channels throughout the next ten years, especially as more retailers adopt mobile commerce services and the availability of NFC-enabled mobile devices grows. Several companies are experimenting with alternatives to NFC technology that may broaden the horizon of mobile commerce, as well. These efforts are expected to bring more consumers into the fold and add further momentum to new forms of commerce in UK and around the world.

Tesco launches new augmented reality campaign for Halloween

| October 30, 2012

 Tesco teams with Engine Creative for Halloween campaign

UK retail giant Tesco has joined with Engine Creative, a leading digital advertising agency, to launch an augmented reality campaign for Halloween. Engine Creative has created several augmented reality features that will be used in Tesco advertisements in various news publications and in other marketing materials. The augmented reality experiences are designed to appeal to those with smart phones and similar mobile devices, hoping to draw the attention of tech-savvy consumers that are interested in interactive marketing experiences.

Augmented reality may be able to reach out to tech-savvy consumers

Augmented reality is becoming a powerful component in effective mobile marketing strategies. The technology has proven that it is able to engage consumers that rely on the mobile devices on a daily basis. Many of these consumers have shown themselves to be interested in interactive marketing initiatives, especially those that provide them with digital content or the possibility to find deals on products they love. Tesco believes that augmented reality will help expand the reach of its overall Halloween marketing efforts.Tesco Halloween Augmented Reality

Digital content can be unlocked using smart phones or tablets

One of the digital experiences created by Engine Creative is called “Trick or Treat.” This augmented reality experience allows consumers to turn themselves into a zombie or other kind of spooky creature when they scan advertisements for costumes from Tesco. Engine Creative has also developed various animations and 3D advertisements that can be unlocked using a smart phone or other mobile device. The advertising agency has a great deal of experience with augmented reality technology and may work on future campaigns with Tesco if the Halloween campaign proves successful.

Augmented reality may hold the key to winning over mobile consumers

Tesco is the latest in a growing number of retail companies that are turning to augmented reality to engage consumers. More consumers are becoming mobile, thus leading Tesco and others to find ways to interact with these consumers in a way they will respond to. Augmented reality is highly interactive, rewarding consumers that take the time to initiate digital contact. As such, the technology may be the key to winning the favor of a new generation of consumers.