FunMobility Talks To In-Store Shoppers

As that consumer packaged goods brands continue to embrace geomarketing tactics — which in addition to place data now include the connection of social media sharing and smartphone apps — companies like FunMobility are trying to capitalize on marketers’ experimental mood for in-store mobile engagement programs.

The company recently added another tool to its arsenal that is tailored to connecting shoppers with mobile content at the point-of-purchase. FunMobility’s Mobile Content Direct program is particularly aimed at CPGs.

The solution works to bring a mobile enhancement to the “on-pack coupons” (discount coupons adhered to a CPG product’s exterior or packaging) that many brands are already using.

Jin Kim, FunMobility’s director of Business development, offered an example of how a campaign might work for a CPG retailer: Shoppers could be asked to opt-in to participate in an in-store scavenger hunt. Once they opted-in via SMS, they would receive a link to a branded scanner with directions. Customers would then be prompted to scan items within the store to find products that are on sale for a chance to win other discounts or cash prizes.

The idea is that “consumers will no longer need to carry around paper discounts or grab store representatives to ask about pricing,” Kim says. “They could simply scan and receive information on what discounts apply, along with, say, a recommended recipe list. They can also clip monthly coupons and receive geo alerts, reminding them to use these coupons when they get close to a participating retailer.

“Store shelves are crowded with competing products, but by integrating a mobile call to action with on-pack, the marketer gains a definite advantage in the last-mile of the race,” Kim adds.

Produce provider Chiquita and beauty products manufacturer Carol’s Daughter are two early adopters of the program, and they report that they’ve already found success in using mobile engagement to aid shoppers and drive in-store purchases.

Recently, Carol’s Daughter used a set of mobile quizzes to give customers personalized product recommendations specific to their hair and body type. It seems that a little personalization — and a little fun — went a long way: Quiz-takers were 4.5 times more likely to redeem a mobile coupon for the recommended products compared to the average shopper.

“Most mobile strategies fixate on awareness, on the very top of the customer journey. This ignores the very real opportunity available in bringing interactive content to the physical point of purchase,” concludes FunMobility’s CEO Adam Lavine, FunMobility aims to bring due attention to that focal point with Mobile Content Direct and in future projects.