For optimal user experience, please upgrade your browser.
Retail Trends
Login to Download
Member Submitted

What Mobile Means to Retailing: It's Not About Better Targeting

Northwestern University

Floating Widget

Floating Share Widget

Floating Rate Widget

3
RATING

RATE THIS ARTICLE

BE THE FIRST TO RATE THIS ARTICLE

Please Select
Your Rating

Much is discussed these days about how mobile technologies are transforming marketing communications. The conversations primarily address how mobile devices allow hyper-charged direct marketing — sending messages to individuals through always-on devices — and location-based messaging that increases the timeliness of communications based on the knowledge of where the consumer is located at any point in time.

From the point of view of the marketer, these are undeniable improvements. The question is whether customers want these messages and if they don’t, what do they want?

About this resource

Member-submitted Retail Library resources are not endorsed by the National Retail Federation. The opinions and research findings are of the submitting company alone, for the purposes of sharing ideas and information.