Best Buy hasn't beat the drums about it, but the consumer electronics chain is taking steps to leverage the power of mobile marketing including the creation of a new iPhone application called the "Best Buy Gamers Club."
The app, which was created for Best Buy by Slifter, enables consumers to
search for products online, provides special offers and discounts, delivers
unique gaming content and the latest news about upcoming games.
"Retailers look at mobile devices as a great way to provide value and communicate with people who are on the go," Alex Muller, CEO of Slifter, New York, told Mobile Marketer.
"Everyone has a mobile phone these days and so for a brand it is a powerful tool to help consumers with their shopping needs," he said.
The gaming app is not Best Buy's first foray into mobile marketing. The chain is running ads for a msnbc.com app created for the iPhone and iPod Touch. People who click on the app get linked to Best Buy's Twitter posts.
"I think at a high level, every bricks-and-mortar retailer is aiming to ultimately drive in-store sales," Mr. Muller told Mobile Marketer. "Retailers are able to communicate special in-store events, offers and what is and is not in stock right to the consumers' hands.
"Mobile makes it very easy to facilitate loyalty, commerce and to give consumers access to a brand and its products and services right into the palm of their hands, whenever and wherever they may be," he added.
Discussion Questions: Will mobile apps for the iPhone and other devices facilitate commerce and shopper loyalty as suggested in the Mobile Marketer article? In what ways - types of communications, promotions, etc. - do you think retailers will use mobile apps most often in the future?