Tag: very.co.uk

Geolocation technology lets Very.co.uk send mobile ads based on the weather

The online retailer has launched a new mobile marketing campaign based on local temperature and precipitation.

Very.co.uk, the online fashion retailer, has just launched a new and unique mobile marketing campaign using geolocation technology in order to be able to trigger ads based on the weather being experienced by the shopper.

The mobile device user will receive mobile advertisements suggesting clothing and accessories appropriate for the weather.

The geolocation technology based mobile marketing campaign was designed by Somo and ran over last weekend. It was made to identify the precise location of the smartphone user. It would then determine the local weather conditions of that person and issue an ad containing a creative message that was appropriate to those specific conditions.

The dynamic nature of the geolocation technology based ads made it possible for especially relevant advertising.

Geolocation Technology - WeatherConsumers would be able to see products that were appropriate to their specific situation at the moment that they received the mobile ads. For example, if it was raining and cold, the message would recommend sweaters and umbrellas available from the retailer. Similarly, if it was hot and sunny, shorts and sunglasses would be worked into the message.

The primary target market for the retailer’s mobile marketing campaign was women between the ages of 25 and 44 years. The ads were displayed on a number of different websites that were appropriate to those demographics.

It was, therefore, not necessary for a mobile device user to opt-in to view the ads. Instead, the ads would respond when they were clicked by the user. After the ad was clicked, location based technology allowed the user’s location to be identified. Up to date weather info in the area was accessed so that appropriate and relevant items could be promoted.

Somo explained that the product ranges being advertised in the campaign changed every day, to ensure that individual customers were not being shown repetitions of the same items, even if the geolocation technology being used had identified that they were within the same region and were experiencing the same time of weather from one day to the next.

Shop Direct sees mobile commerce profit increases

The Barclay brothers owned online shopping group has reported a before tax profits quadrupling.

A recent report that was released by Shop Direct, an online and mobile commerce group owned by the Barclay brothers, and has reported that its before tax profits have now increased by four times, to reach £40.4 million.

The company owns a number of different online shops and saw profits for the first time in 2013.

Among the brands owned by Shop Direct are Very.co.uk, and Littlewoods. Despite that it had been in existence for a decade, the first time that it had ever turned a profit was last year. It has also now reported having seen a sales growth of 3 percent – the equivalent to £1.7 billion, during the year that led up to June 30, 2014.

According to the company, mobile commerce played a very important role in its increasing profitability.

Mobile Commerce - Mobile ShoppingWhen looking at the figures presented by the company, it is not difficult to understand why it is crediting users of smartphones and tablets to its earnings successes. Its m-commerce took a very large portion of its sales, as a tremendous 44 percent of its transactions took place on some kind of mobile device.

According to the chief executive of the company, Alex Baldock, these are very powerful results and were greatly driven by the increase in sales that took place from mobile devices, especially when it came to the Very.co.uk brand. He explained that “These are strong results, driven by the outstanding growth of Very.co.uk and the unrelenting boom in m-commerce. Mobile continues to be a game changer for us.”

This growth of shopping over mobile commerce at its newer brands such as Isme and Very.co.uk, has managed to offset the declining sales that it has been experiencing at some of its older “heritage businesses”. Its earnings before interest, taxes, depreciation, and amortization (EBITDA) came to £164.8 million after having risen by 24 percent. The group’s largest business is now Very.co.uk, and it boasts sales of over £700 million. This has made Shop Direct another solid example of the way that retailers can evolve in order to embrace shopping over mobile devices.