2014 Brandcameo Product Placement Awards

mobile commerce

Russian Retailer Tries Shoppable Walls in Moscow Metro

Posted by Alicia Ciccone on September 3, 2013 10:46 AM

Another retailer is experimenting with the 'shoppable wall,' this time in Russia. Electronics retailer Media Markt has rolled out a mobile shopping display inside Vystavochnaya station in Moscow. The move follows similar actions by major US retailers, including eBay, Kate Spade, Peapod and more. 

The 18-panel display makes use of NFC and QR codes, enabling customers to shop the boards without the need for a special app. Consumers can scan an item on the look-a-like shelves, after which they are redirected to Media Markt's mobile site where they can select to have the product delivered for free to their home, or to pick it up in a nearby store. The installation does not include a mobile payment option—consumers can pay with cash or credit through the store or courier. 

"We decided not to develop mobile payment for the pilot. However, if the pilot proves to be successful, we plan to extend the payment possibilities: credit cards, PayPal, even Underground deposit cards," Bernd Guralczyk, CEO of Media Markt in Russia, told NFC World.Continue reading...

app watch

L'Oreal Taps Startup to Test Link Between Mobile Coupons, Real-Time Buys

Posted by Sheila Shayon on July 26, 2013 11:49 AM

L’Oreal is teaming up with Walgreens and Duane Reade stores in New York City in an effort to test the connection between mobile coupons and real-time purchases. 

L’Oreal coupons will be offered through mobile/social makeup app, Pretty in my Pocket (PRIMP), which leverages the existing relationship between ad startup Sparkfly and Walgreens' and Duane Reade's POS-providers. L’Oreal will be able to mine data from every consumer purchase via barcodes and connect it to their PRIMP profile.

Female owned and operated, PRIMP launched in late 2012, incentivizing in-store purchases with redeemable ‘Perks’ while enabling brands and retailers to track sales online and offline.Continue reading...

lather, rinse, rebrand

HSN Out to Prove 'It's Fun' with Brand Overhaul

Posted by Sheila Shayon on July 22, 2013 01:52 PM

HSN is celebrating its 28th anniversary the way any aging company would hope to—with a significant facelift. The pioneering TV commerce network is revamping everything from packaging and fonts to TV scripts and taglines in an effort to shed its dated image and attract new, younger consumers. 

The HSN rebrand campaign, created by Deutsch, shifts the emphasis from celebrities to the brand itself. "We wanted to try to make HSN the hero," Jonathan Johnson, senior VP-creative director, told AdAge. Bill Brand, CMO and business development at HSNi, parent company of HSN said, "It was really time to introduce [the brand] to like-minded women who either aren't aware of HSN or their impressions of HSN were dated."

Determined to show consumers that "It's Fun Here," HSN is aggressively embracing digital and mobile technology as 40 percent of sales and 50 percent of new customers are coming to the company via digital assets—just one part of CEO Mindy Grossman's multi-tiered plan to revamp the company's approach to sales and consumer engagement.Continue reading...

mobile commerce

Walgreens Leads the Mobile Revolution in the Drugstore Industry

Posted by Dale Buss on July 9, 2013 07:12 PM

Walgreens may be behind many other verticals in adopting e-commerce, and it's certainly way behind digital pioneers such as Amazon.com. But as in so many other areas, the Chicago-based drugstore giant started mobile ahead of its competitors. And Walgreens is aiming to keep it that way.

It recently launched compatibility with the Windows Phone 8 platform. Last Black Friday, Walgreens held an app-based promotion, and while sales via mobile devices so far come to only about 0.04 percent of Walgreens' total revenues, as Crain's Chicago Business estimated, there's no question digital traffic is taking off.

"Mobile is just going through the roof," Walgreens Chief Financial Officer Wade Miquelon noted during an investors conference in May, according to the publication.Continue reading...

mobile commerce

Peapod Hits the Streets with Mobile, Shoppable Billboards

Posted by Sheila Shayon on July 5, 2013 10:14 AM

Online grocer Peapod is featuring mobile billboards on the sides of its delivery trucks where consumers can shop on the spot using their smartphones by scanning a QR code to download a free PeapodMobile app.

Traveling to popular summer venues such as ballparks and concerts, the mobile billboards offer 23 products: six from Coca-Cola, six from Campbell Soup, six from Reckitt Benckiser and five private-label items.Continue reading...

brand innovation

Walmart Acquires Big Data Startup in Latest Bid to Build E-Commerce

Posted by Sheila Shayon on June 11, 2013 11:36 AM

Walmart, the world’s largest retailer, is acquiring Inkiru, a small startup focused on real-time predictive analysis in its latest effort to spur e-commerce.

"The similarities between Inkiru and @WalmartLabs are uncanny, with both having an innovative spirit and the ability to leverage big data to improve the customer experience," the company wrote in a blog post

Inkiru is joining @WalmartLabs in what Venture Beat describes as a "fairly straightforward 'manquisition,'" the latest move in a series of tech-centric acquisitions as the company looks to build upon its online sales prowess, which has already seen over a 30 percent increase in e-commerce in the first quarter. Determined to take competitors like Amazon head-on, Walmart CEO Mike Duke said the company expects online sales to hit $10 billion this year—an estimate that takes into account the recent purchase of Chinese online retailer Yihaodian.Continue reading...

digital moves

Tech Hungry Target Eyes Crowded Streaming Space with Launch of Target Ticket

Posted by Mark J. Miller on May 20, 2013 05:28 PM

Folks have plenty of options when it comes to streaming online movies and TV shows: Netflix, Hulu, Amazon Prime and Apple's iTunes come to mind, but Target apparently thinks the space has room for one more.

The retailer is reportedly testing a beta version of Target Ticket, a TV and movie-streaming service with access to 15,000 titles.  

It will also provide “new releases, classic movies, and next-day TV,” the beta site claims. Right now, it’s just being tested on Target’s own employees, the Minneapolis/St. Paul Business Journal reports. This joins another employee-only beta test currently underway that allows people to order products online and pick them up at the store.Continue reading...

social commerce

Target Tag-Teams with Facebook on Shared Deals

Posted by Sheila Shayon on May 8, 2013 06:26 PM

Target Corp’s Cartwheel, released in public beta today, combines social networking and discounts in the retailer’s latest move to lure traffic to its physical stores and away from online rivals. 

As brick and mortar retailers struggle for relevance, fighting the growing trend of “showrooming,” they’re turning to social media to attact consumers with unique deals. Target worked with Facebook for about a year on Cartwheel, whose tagline reads, "A whole new spin on saving," where shoppers can choose from hundreds of deal items such as Target's own Threshold home goods as well as brand goodies like M&Ms candy and Coca-Cola soft drinks. 

The Cartwheel launch includes 700 new offers, and claiming any one generates automatic News Feed posts on Facebook unless the user turns them off.Continue reading...

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