Category: Mobile Marketing

CVS takes steps to increase mobile commerce presence

| December 13, 2012

 

CVS Mobile Commerce Website UpdateCVS introduces mobile commerce updates to mobile site and application

CVS Caremark Corp. is looking to bolster its mobile commerce presence by making updates to its website and mobile application. Mobile commerce continues to attract the interest of the retail industry, especially in the wake of a record breaking Thanksgiving shopping weekend. This year, retailers have seen massive growth in the realm of mobile sales thanks to the interest consumers have been showing in mobile commerce. CVS hopes to take advantage of this by reaching out to mobile consumers in a more dynamic fashion.

Mobile site features new services for consumers

CVS has made updates to its mobile website, which now features a variety of options that are designed to help consumers keep track of their health. The company has introduced an immunization scheduler, which helps users keep track of when they can receive immunization treatments from health care professionals that visit CVS stores. Users can set up appointments for specific immunizations through the mobile site. CVS has also introduced a number of shopping enhancements that are meant to help mobile consumers find the products they are interested in.

Electronic gift cards may be big during the holiday season

Another feature that has been introduced to the mobile website are electronic gift cards. These digital cards can be purchased from the mobile website and used from a smart phone or other device to pay for goods online. These cards can be given as gifts to others, delivered via email. CVS anticipates the sale of these gift cards to skyrocket during the holiday season, especially among consumers that rely on CVS for the health care products they need, such as glucose meters for those with diabetes.

CVS may have plans to adopt in-store mobile payments in the future

CVS has also introduced several new features into its mobile application, such as a pill identifier that will help users identify the pills they are taking. The mobile application also includes several shopping features that encourage consumers to purchase products through their mobile device and online. CVS has yet to adopt in-store mobile payments, but if mobile commerce continues to grow in popularity, this service may be on its way.

Google acquires Incentive Targeting

| December 3, 2012

 

Google announces acquisition of retail coupon firm

Google has announced that iIncentive Targeting Acquired by Googlet has acquired retail coupon firm Incentive Targeting. The massive technology company has been showing increasing interest in mobile commerce and marketing recently, hoping to engage a new generation of consumers that have become highly reliant on mobile devices. According to Mike Dudas, a member of Google’s mobile commerce division, the acquisition of Incentive Targeting will help Google focus on coupon marketing campaigns that will be directed at very specific demographics.

Incentive Targeting boasts of advanced sales analysis system

Incentive Targeting was founded in 2007 and has partnered with several retail chains to develop highly targeted marketing campaigns. Earlier this year, the company was granted a patent by the U.S. Patent and Trademark Office for “a computer-implemented method and system for conducting a search of electronically stored information.” This system enables advertisers to analyze sales information and use this information to develop highly specialized coupon campaigns.

Google shows interest in coupons for advertising

This system is likely what caught Google’s eye in the first place. The company has made major strides in the field of online advertising, especially through engaging mobile consumers. These consumers have proven especially responsive to participating in mobile marketing campaigns that provide them with some sort of special offer, such as digital coupons. Though Incentive Targeting’s system is often used for physical marketing campaigns, it can also be tuned to be used for online business, something that Google has shown interest in doing in the past.

Mobile marketing continues to be a major focus of Google

Mobile marketing is becoming an ideal way to engage the growing audience of mobile consumers. More people have access to mobile devices now than they ever have, creating an opportunity for advertisers to establish a constant connection with these consumers. If Google can leverage the technology developed by Incentive Targeting to engage these people, it may be able to see a major uptick in its mobile marketing and online advertising business.