2012.41 | New Ways of Retailing with Tech

googleshoppingGoogle Shopping –  It seems almost everyone is expanding their retail presence, making it possible to buy anything, anywhere, and anytime.  In addition to Google Play –  Google’s online store for android apps, ebooks, movies and music, consumers can also visit Google Shopping – a shopping portal apparently on the rise.

Consumers have another shopping channel and retailers have another confusing choice to make around partnering with Goliaths like Google.  Do retailers rely on Google to point clients to them for free, pay with adwords, or leverage a sponsorship with Google Shopping?  Do they post an enhanced catalog on Google Catalogs?  Increasingly retailers lean towards curation of goods and services to provide differentiation.  Does Google take away some of that differentiation with top 10 lists and 360 degree views?  Perhaps, but it could potentially drive more traffic in the near term.

PepsPassbook Promo – While still underwhelming and in need of expansion, Apple’s Passbook is probably the best mobile offer/ticket/giftcard platform out there by potential user count and likelihood of uptake by consumers.  Consmr recently offered a reasonable bribe to new users.  Download Consmr, and receive a Passbook ‘coupon’ for a free Pepsi Max redeemable at Kum & Go stores.

This is the first notable campaign to use Passbook to meet my notice.  Getting that large base of users to try a coupon via Passbook can only help expand the footprint.  There will certainly be lessons to learn, as this is not nearly as simple as it appears from the perspective of those offering the free Pepsi Max

Hopefully this Passbook offer only provides a one time only coupon code that is a unique code.  If it doesn’t, all the user has to do is take a screen capture of the coupon (It’s as simple as pressing the power button and then home button and then waitning for the flash on iOS.  Swipe your hand across the screen on newer Samsung Android for the same result.) and then use it again…and again…and again.  Just because coupons are electronic doesn’t make them less subject to fraud.  In fact, a user could send out that coupon to all of their friends in seconds – negating the intent of the offer as only one person had to download the Consmr app to get the coupon.  Beyond a unique coupon code for each user, retailers can also tie coupons to unique identifiers as part of a loyalty program to ensure redemption matches the expectations of those making the offer.  Retailers and marketers have to be sure the target audience AND the technology are all considered or losses and campaign failures can result.

sbuckssquare

Square GiftcardsSquare is now offering electronic gifts as part of their service.  Square Wallet Users can give and receive credits for businesses that use their payment systems.  This is an intelligent and logical progression of the payments system and provides another potential expansion point as everyone’s mom joins Square to try to give their grown techie offspring a free coffee or book.

The article says they are waiting on Square giftcards for Canada.  Seeing as we don’t have Square Wallet here today and won’t until 2013, that seems a valid point.

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