Four Ways to Drive Brand Awareness in Retail with Smartphones


Drive brand awareness and consumer engagement with smartphones in retail to keep up with today’s shoppers

Brand awareness is about first getting consumers to recognize your brand name and logo when they see it, and once that is achieved, getting them to independently recall your brand at the moment they have a need for your product or services. If done right, mobile marketing provides an excellent channel to build consumer engagement and drive brand awareness.

According to a McKinsey & Company study, 60% of consumers perform online research before a purchase in stores. Furthermore, another study stated that more than 90% of the consumers use their smartphones while shopping in stores. Here are four ways to leverage that fact and ways to build engagement with shoppers in physical stores through their smartphones.

1. QR codes/ NFC tags

In the past few years, retailers have had success with in-store QR codes and NFC tags directing consumers to specific information. Many retailers refer to this concept as the “endless aisle” whereby they provide an extensive online assortment or give some more detailed product information that is easy for a customer to access while in the store. There has also been success using engaging promotions that lead to the capture of the consumer’s email address, phone number, or other information. Retailers have seen engagement rates as high as 3-5% using these technologies in specific categories such as outdoor, patio, and baby products.

2. Location-based advertising 

Forrester defines a mobile moment as “the point in time and location when a consumer reaches for their phone to get what they need immediately.” Smartphones usually have built-in navigation and location devices that allow businesses to know where an individual phone user is located. This means businesses can target the advertisements that an individual phone user views to his or her particular location.

3. Make ads more useful than attention-getting

The New York Times reported “according to a Google survey, 51% of smartphone owners bought from a different company than they intended on the basis of information found online.” That means ads need to have a purpose besides simply being noticeable: they have to help the consumer. Realizing how glued people are to their phones, encourage consumers to freely interact with your brand or service via text messaging to receive promotions such as coupons, reward loyalty program or gift cards.

4. Capitalize on “free” or discount promotions

If you want consumers to sign up for a mobile marketing mailing list via text or email, a free or discount welcome offer like a 2-for-1 deal must be provided. Using this technique, retailers can dramatically increase their opt-in SMS lists. Mobile-based coupons are especially effective. 

How to start running your mobile ad targeting campaign?

To be able to tap fully into the mobile marketing such as location-based advertising in retail and make it work for your business, a great quick start and easy-to-use solution is CustomerConneX™. See for yourself how easy it is to create mobile advertisements by getting started with your free trial!

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