Tag: mobile marketing

Though this may have been possible for the first generation of mobile efforts, times have changed.

When retailers first started to discover that mobile commerce was going to be vital to their survival, many of them responded by using their standard websites and optimizing the same content and layout so that it would be compatible with the smaller screens and navigation requirements of mobile devices.

This was a strategy that was somewhat effective for a while, but the channel has evolved since then.

The world of mcommerce is traveling at a breakneck speed, and it is continually in flux. The more brands, companies, and marketers discover about what consumers are expecting from this channel and what is effective, the faster it grows. Now, the websites that were originally optimized so that their standard formats would fit on smaller screens are being found to be inadequate within the sector.

Simply repurposing regular sites for mcommerce just isn’t enough for the mobile consumer.

An mcommerce website should not simply be a cookie cutter copy of the site designed for e-commerce. Before the mobile version is released, it is vital for companies to determine what features are truly central for driving engagement, and to make those elements the heart of the smartphone and tablet experience. For example, store locators – which are often considered to be rather secondary on standard sites – are among the most important features of a mobile commerce enabled website, and should be placed front and center in many instances.

A site meant for a smartphone needs to be stripped down to its bare minimum while still providing a rich and engaging experience. Functionality, compatibility, load time, ease of navigation, and driving consumers to act are all critical to mobile. Unlike the PC experience, it is isn’t simply a matter of placing information in front of the consumer. It needs to appeal to the individual on the go, with quick and simple mcommerce options that will be highly relevant and appeal on a personal level. Companies must never lose sight of this perspective if they wish to get the most out of what the channel has to offer.

Tapestry aims to bridge a gap with NFC technology

Fashion and technology are becoming increasingly entwined. The fashion industry has long sought to be on the cutting edge of every sector it is involved in and the advent of mobile technology may help push the industry into new territory. There are currently a wide variety of companies that combine fashion with digital technology, but a new startup in the United Kingdom called Tapestry aims to make use of NFC technology to connect consumers with actual products.

Application allows consumers to build virtual wardrobes

Tapestry offers a free mobile application for the Android and iOS platforms. This application aims to connect a consumer’s online identify with actual, physical products in stores they may be visiting. The application is equipped with a barcode scanner that will allow users to scan a variety of codes that will provide them with information on particular products. It also leverages NFC technology as a way to allow users to build a virtual wardrobe filled with products they may want to own.

Tapestry could be used as a personalized shopping channel

The application is meant to create a personalized mobile shopping channel for mobile consumers. Retailers may find the Tapestry application useful as it provides them with data concerning the interests of particular consumers and demographics. The platform also provide retailers with a way to provide these consumers with discounts and loyalty rewards, thus creating a dynamic connection between businesses and shoppers. Tapestry notes that the use of the application in this way could encourage consumers to add more products to their virtual wardrobes in order to receive more attention from retailers.

NFC technology gaining ground outside of mobile commerce

NFC technology is most often used in the field of mobile commerce, where it can facilitate mobile payments. The technology has been sparingly used in the field of marketing, but NFC is relatively rare in the fashion industry. Tapestry is one of the few applications outside of the mobile commerce sector that leverages NFC technology to connect with consumers in the fashion industry.