Marketing Home Products

It light of the recent launch of Shopkick, which I wrote about here just a few days ago, I thought it would be a good time to look at some of the other mobile marketing options out there. I’ve talked before about 2D codes and how they’re changing mobile marketing.  Whether it’s on editorial pages or ad pages, printed 2D barcodes may be scanned by a camera-equipped phone once a free barcode reading device is installed. Barcodes can also be displayed in store windows to offer consumers discounts and special offers as they enter retail locations.

But what about those (yes, they’re still out there) with “Zach Morris” phones, who don’t have the ability to download apps?

Document management services like SNIPP use simple text messaging technology to allow users to access additional information about products along with coupons and promotions. The difference here is that users text a code to, say, SNIPP, and subsequently receive information either on their mobile phone or via e-mail. Users can also access everything they’ve “snipped” on snipp.com. This service can also be used on print ads or at retail locations, but instead of using a barcode you simply tell readers what code to text where. SNIPP is now used by Meredith Publications as well as People and ESPN magazine. SNIPP does work with a barcode scanner, but it isn’t necessary. Visit www.snipp.com and scroll to the bottom of the page to see how some manufacturers are using the service.

For companies looking for a more straightforward way to communicate with potential customers, send information and share promotions through mobile devices these scanner and texting services could be a better fit than Shopkick. There are no gimmicks like reward points involved, which gives the services a slightly higher level of sophistication. You may find that many customers don’t want to collect points…just information and discounts.

Be they old school or new school, phone-carrying customers of all kinds can now access their discounts and use them too.

The newest incarnation of mobile marketing via smart phone apps is now in full swing. It’s called Shopkick, and it’s a mobile app that utilizes location services to track users as they enter participating stores. Consumers must download and turn on the application in order to participate, but once they do, a device within the store emits a high-pitched sound that humans can’t hear…but phones can. The phone connects with the device in the store and verifies the user’s presence on site. The user then starts earning “kickbucks,” which can be used toward gift cards or other prizes like DVDs or Facebook game credits. They also start receiving special promotions tied to their interests.

Users earn kickbucks simply for entering the store. They also earn them for trying on clothes or scanning barcodes on promoted merchandise. If users purchase merchandise that was promoted on the app, Shopkick gets a cut.

Shopkick isn’t the only mobile marketing strategy out there trying to connect with shoppers, but it could be the one that really takes off. At least some experts think so. Business Insider says Shopkick is worth watching because it “has the combination of early deals, big-name backers and buzz.”

The app is already partnering with Best Buy, American Eagle Outfitters, Macy’s, the Sports Authority and shopping-mall outfit Simon Property Group.

As Business Insider notes, one of the big deciding factors on whether Shopkick is here to stay will be the quality of rewards consumers earn using kickbucks. Remember playing Skee-Ball on vacation with your parents? It would take all night and 20,000 tickets to earn a giant pencil or a tiny Troll doll. Forget about actually winning a bike or surfboard. If it takes that much work to earn less-than-spectacular rewards a la Skee-Ball, then the “wow” factor won’t last long and shoppers will likely tire of the app. But if consumers can earn cash back and significant discounts, Shopkick could find some staying power.

An even bigger question for those in the home improvement industry is whether Shopkick could work for The Home Deport, Lowe’s or high-end design centers. Will people earn enough kickbucks during their kitchen remodel, for example, to make it worthwhile to use the program?

The best way to make this model work in home improvement will probably be to tap homeowners regularly, whether they’re engaged in a big renovation or a simple maintenance project, by making sure Shopkick promotions cover all product categories. It would be a great way to stay in touch with customers after they finish a big remodel.

If, for instance, someone purchases a floor covering product for a kitchen renovation, the retailer might want to promote related products from the same manufacturer the next time that customer enters a participating store or design center. Although the idea of kickbucks may seem somewhat unsophisticated, especially to some high-end homeowners, it certainly could work. Only time will tell.

Imagine being able to interact with your customers at the exact moment they see your product on the shelf, view your ad or read an article about your product. Imagine engaging with your customers the moment they shop for your product – or better yet, the moment in which they even consider purchasing your product.

2D codes are making this possible. The “next big thing in shopper marketing” makes it easy for marketers and suppliers to identify shoppers and offer information and incentives that will encourage future loyalty. These two-dimensional bar codes may be scanned with camera-ready smartphones, taking users directly to a screen that provides additional product information or special offers.

The codes may be printed on packaging, displays, in magazines or on literature. When scanned with the built-in camera, a user’s smartphone reads the code and takes the user to a screen that can offer anything from loyalty rewards to how-to videos or special pricing.

As social media and marketing continue to work hand-in-hand, advancements such as 2D codes will only become stronger and more prevalent. The latest in highly targeted messaging is getting to the root of consumer interest and need. Consumers want better interaction with the brands they love… and brands in turn need to respond to these desires.

A major benefit of the 2D codes?

• They allow for two-way communication between the customer and the brand. Companies learn where customers are shopping, what they’re looking for and how to capture their attention. Customers have the chance to provide feedback by commenting, clicking through and by simply showing interest.
• The information users receive is incredibly flexible. Marketers have the ability to change coupon offers or notify the user of new information as soon as it’s available.

The opportunity marketers have right now is getting the word out about 2D codes. Consumer awareness is relatively low… even as codes are starting to appear in magazines and on store shelves.

Smart marketers will look into 2D codes as they appear more in our day-to-day living. In Amsterdam, for example, train stops have 2D codes posted to signs, providing train schedules and entertainment for those who scan with their phones.

I see this new way of marketing to and interacting with the customer taking off in a big way. Through what other mediums will we see these scannable codes?