Center Blog
Creating New Shopping Experiences with Social Media and Augmented Reality
Posted by Prof M. Eric Johnson on April 07, 2011 | Comment (13)
We just finished a fascinating report that examines the impact of mobile apps on traditional shopping. Researchers Neil Davis T’11 and Kathryn Malinick T’11 document how social media and augmented reality can create exciting new shopping experiences. My biggest takeaways are:
1. Brick-and-mortar retailers should not neglect the potential of mobile technologies to drive foot traffic and enhance the in-store experience.
2. Mobility presents a unique opportunity to personalize experiences within the store environment and to strengthen bonds between shoppers and brands. That said, a cookie-cutter mobile approach will do little to differentiate a retail experience. Rather, each unique retailer requires a customized blend of mobile features and offers that align with shopper demographics and attitudes as well as retailer brand identity.
3. Despite the hype surrounding companies using mobile advertising to drive brand awareness and revenue, mobility remains an emerging technology.
One particularly interesting area is the use of social games to drive significant interaction with a retail brand. Last week I moderated a panel on social gaming at Tuck’s Media Symposium where we explored this idea. Chris Mahl (SVP and Chief Brand Alchemist, SCVNGR) described how SCVNGR works with retailers like Neiman Marcus to create social games that bring participants into the store.
Experience the interview with Chris Mahl, SVP, SCVNGR:
13 comments so far
Working in the hyperlocal advertising space, I see the relevancy of this research everyday. When consumers are on the go, timely mobile advertisements drive them to brick and mortar stores.
Fascinating report. It’ll be interesting to observe which B&M retailers move first to take advantage of all the emerging mobile technology.
Unfortunately, this report fails to address a major implication of mobile marketing: consumer privacy concerns. While marketers might herald the hyper-specific nature of these ads, I am personally concerned that these marketers may very well be going too far.
Until companies fully address the type of information that they collect as well as other types of privacy concerns, I do not believe that mobile marketing will be widely adapted.
Mobile internet is changing the shopping trend. More and more people hoo to their mobile to search and shop. Realizing the trend the big business houses are trying to get a big market share. They create mobile friendly website and use social media for their marketing. Though privacy is a big issue it is not stopping people from accessing internet through mobile.
There is no doubt that social media is playing a growing role on how customers find products and services and will grow much more.
This is a great post thank you for sharing
Social Media is definitely a beast as far as advertising and making serious cash.
Hmmmm…an enlightening article.
There is no doubt that social media is already playing an important role in shopping in the right way
Creating New Shopping Experiences with Social Media and Augmented Reality is a great blog,,,, really informative,,,,thanx for sharing these new apps,,,,,,
thanks for sharing these apps
wow.. this is really great. Thanks for sharing this one. i’m excited for this new shopping experience with social media.
Yours,
Hans Howard
Social networks really good.
Social media another platform to doing the bussiness
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