Mobile Shopping Alerts
- by David Dorf
Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} It’s been popular to offer coupons when people check-in to a store, because you’re catching them at the best possible time – they’re presumably in a shopping state-of-mind, and they’re at your store. But wouldn’t it be even better to catch the people walking by your store and entice them to visit? That’s the concept of geo-fences. When people enter a geographic zone, they are sent a relevant text message alerting them about something nearby. I wrote about Placecast doing this for The North Face, noting that the messages were a unique combination of both offers and useful information about outdoor activities. After creating a program with European carrier O2, Placecast recently entered into an agreement to provide similar services to AT&T customers. The ShopAlerts program allows AT&T customers in Chicago, Los Angeles, New York City, and San Francisco opt-in to receive these messages. The program will be expanded nationwide as early as this summer. It’s a much better model for customers (and Placecast) to sign-up once with the carrier instead of each individual retailer, but I hope the messages aren’t restricted to advertising. I really the like the idea of providing other information, such as nearby special events, races, and perhaps even things to avoid like construction.
