Micro mobility marketing: Two cases on location-based supermarket shopping trolleys

Abstract

is an associate professor in the Human -Computer Interaction Lab at Aalborg University and holds a PhD in Human -Computer Interaction from 2002. His research interest is centred around mobile and pervasive computing, with a particular focus on understanding and extending existing approaches to evaluating mobile systems and how to utilise location-based services. Keywords mobile marketing , location-based services , micro mobility , supermarkets , shopping trolleys , mobile consumersAbstract Mobile marketing refers to marketing of services or goods using mobile technology and mobile marketing holds potentially great economical opportunities. Traditionally, mobile marketing has been viewed as mobility in the large taking place virtually anywhere, anytime. Further, research shows considerable number of studies on push-based SMS mobile marketing campaigns. This paper explores a related yet different form of mobile marketing namely micro mobility marketing . Micro mobility marketing denotes mobility in the small, meaning that promotion of goods takes place within a circumscribed location, in our case a medium-sized retail supermarket. Two prototypes based on push and pull marketing strategies are implemented and evaluated. Taking outset in a synthesis of central issues in contemporary research on mobile marketing, we discuss their role in micro mobility marketing to point to similarities and differences between micro mobility marketing and the traditional mobile marketing in the large. Finally, we suggest areas for further study.

Mobile marketing research: The-state-of-the-art

“…These kinds of publications do not only contribute to the development of a richer knowledge base but they also expand the horizon for the mobile marketing research stream by offering innovative consumer-centric solutions packaged as mobile marketing tools. Topics of selected articles include examination of current and future applications of wireless technology and their commercial potentials (Aungst & Wilson, 2005;Malladi & Agrawal, 2002;Wen & Mahatanankoon, 2004), comparison of mobile payment solutions with other payment instruments (Ondrus & Pigneur, 2006), value propositions of location-based services and commercialization of them (Barnes, 2003a(Barnes, , 2003bHosbond & Skov, 2007;Kumar & Stokkeland, 2003;Rao & Minakakis, 2003), adoption of mobile gaming (Kleijnen, Ruyter, & Wetzels, 2004), review of mobile games research to assess the potential of mobile games as an advertising medium (MacInnes, Moneta, Caraballo, & Sarni, 2002;Salo & Karjaluoto, 2007), measuring the effectiveness of mobile direct mail coupons (Kondo & Nakahara, 2007), laying the foundations of text-message advertising (Rettie, Grandcolas, & Deakins, 2005), mobile multimedia services (Pagani, 2004), mobile multimedia advertising (Heller, 2006), text-to-screen mobile marketing (Dolian, 2008), image recognition as an opt-in method (Ramkumar, 2007), text messaging method for television voting (Becker, 2007), vehicular mobile commerce applications (Varshney, 2005), mobile TV (Bayartsaikhan et al, 2007), mobile banking (Laukkanen, 2005;Luarn & Lin, 2005;Ratten, 2008), mobile payments (Chen, 2008), mobile ticketing (Bauer, Reichardt, Exler, & Tranka, 2007) and wireless application protocol (Barnes, 2002b;Bertelè, Rangone, & Renga, 2002).…”

Mobile shopping: a classification framework and literature review

“…The articles refer to topics about consumers' attitudes (Barutçu, 2007(Barutçu, , 2008Khare and Rakesh, 2012;Megdadi and Nusair, 2011;Persaud and Azhar, 2012) and permission (Jayawardhena et al, 2009) towards m-marketing themes, or they provide an overview of m-marketing in the retailing environment (Shankar et al, 2011). Moreover, various m-marketing applications and tools, such as mobile advertising (Chen and Hsieh, 2012;Hosbond and Skov, 2007;De Reyck and Degraeve, 2003), mobile couponing (Cameron et al, 2012;Jayasingh and Eze, 2012), mobile payment (Daskapan et al, 2010;Smith and Sankaranarayanan, 2012) and topics around multi-channel retailing (Barlow et al, 2004;Broeckelmann, 2010;Lin, 2012) are already subjects of study. Thus, the relevant topics can be broadly clustered around two areas of interest:…”

“…For this reason, some studies are focused on this topic (Hosbond and Skov, 2007;Jayawardhena et al, 2009;De Reyck and Degraeve, 2003). According to Jayawardhena et al (2009), the consumers' willingness to participate in permission-based m-marketing is generally determined by four pre-existent factors: personal trust, institutional trust, perceived control and m-marketing experience, whereby institutional trust is by far the most important factor.…”

“…Nevertheless, one should avoid overloading consumers with information even when they have given their permission. Otherwise, consumers would perceive the information as a kind of mobile spamming (Srivastava, 2006) even though the consumers' level of disturbance by personalized and contextual advertising is usually higher in comparison to non-personalized and non-contextual advertising in shopping environments (Hosbond and Skov, 2007).…”

What Advertisers Need to Know about the iYGeneration: An Australian Perspective

“…Knowing what content consumers want is an essential aspect of successful mobile advertising. Mobile marketing advertising comes with vast potential economical opportunities (Hosbond & Skov, 2007). Companies wanting to utilize mobile phone promotional strategies must consider the perceived usefulness of this channel (Merisavo et al, 2008), whether it be keeping the brand top-of-mind or providing information that the consumer wants.…”