Mobile Gift Cards from Target Corporation

Julie Ask

Target is now allowing gift cards to be loaded onto an online account that can be accessed from your cell phone. You can actually pay for stuff with your cell phone. Yay! See Target's press release.

I know they aren't the first. Many versions I've seen before, however, have been small scale pilots or in foreign countries. Many scenarios I've seen also are "closed" pilots among the 3-4 parties in an ecosystem that it took to string a trial together. Target has 1740 stores ... there's a bit of scale in this solution.

So, how does it work?

First, you buy a gift card. I bought the one with the cute Target dog.

Gift card

Then you pull the sticker off of the back so you can see the codes. I purchased a $20 gift card.

Instructions for using mobile gift cards as well as promotions are on Target.com. Using their available media - Web site - to promote the new offer? Well done.

Instructions

Interestingly though, this site ONLY had instructions for the mobile gift cards. I couldn't find a link on this site to regisiter my mobile gift card. This confusion for me is probably the only thing I could find to "ding" them on, so to speak. I'd expect that one of their next rounds of Web site updates would add this link.

I did find the link on their mobile Web site.

Read more

Participate In Our First Ever Australian Online Retailing Study!

Patti Freeman Evans

Forrester just kicked-off our first-ever Australian Online Retailing Study. This survey looks at Australian online and multichannel retailers' organizations and topics relevant to the challenges currently facing their roles including:

Read more

Categories:

Prospects for 2D, QR and Other Proprietary Codes?

Julie Ask

Marketers - pay attention. This is an example that seems great in theory, but the "devil is in the details" of the implementation so to speak. This is among the top inquiries I hear from clients, "what do you think about 2D barcodes or QR codes as a means of connecting with customers?" I took this inquiry from a CPG client just a couple of weeks ago. I laid out the challenges. Their response was, "well, we're doing it anyway." Piloting is good - just go into it with your eyes wide open.

Read more

The Global eCommerce Adoption Cycle

Zia Daniell Wigder

One of the great things we can do with our Consumer Technographics data is compare user behavior and technology adoption in different international markets. Our recently published report The Global eCommerce Adoption Cycle uses data from four continents to provide a snapshot of eCommerce around the globe.

Read more

Apple's iPad - A Day in the Life of a New Product Launch

Julie Ask

I've just returned from Apple's launch of the new iPad. Am exhausted from the anticipation and the intensity of the event. For a full analysis of the iPad, please check out the blog posts from my colleagues James McQuivey and Charles Golvin. See yesterday's blog. They were really dead on with their comments. I'm sure they'll post more today.

I was there so I got to touch the big iPod Touch-esque iPad. Curved edges. Not too heavy. Great video resolution - if there is HD video. (Watching full screen low resolution YouTube clips posted by European soccer fans - average). Baseball isn't my thing, but the MLB app with integrated video - looked sweet.

- Browsing - good.

- Photos - I like taking photos and I like slide shows so this was one of my favorite features - the iLife-esque photo slidesshows with music. For me as a photographer, this would be more about showing photos than creating the slide shows on the device - fun way to share with friends. Apple - if you're listening - next on my wishlist is iLife photo editing on one of these devices. I want to travel with this device, transfer photos from my fat Nikon to this, delete, edit and then sync back to my computer at home so I can then sync to my Apple TV ... could you see a mini-iLife for $9.99 for this device please?

Read more

SMS Donations

Julie Ask

I've been fielding quite a few requests about why donations via text messaging have done so well and why donations to Haiti via SMS have set new all time high's. I am in Cambridge, MA this week. I was walking around Central Square yesterday evening, and I noticed how many promotions there are for donating via SMS. I was surprised.

Why is it doing so well?

Read more

NRF Key Takeaways

Patti Freeman Evans

A few key thoughts about the recent NRF Big Show in NYC last week:

1.  It was big – over 15,000 attendees, which puts it back in the realm of record years of 2007 and 2008.

2. It was optimistic – conversations were rampant about "How can I get up and running on the projects I put on hold last year?" Attendees were very interested in making investments to grow their businesses, not just get through the slowdown.

Read more

Mobile Networks ... are there coverage issues?

Julie Ask

I think so.

Anyone watching much TV these days has probably been as inundated with commercials from wireless carriers talking about the quality and breadth of their high speed networks.

I felt like I was in one of their TV commercials last night. I went to see the Cleveland Cavaliers play against the Golden State Warriors in Oakland, CA. (Those are NBA teams, Seth) Saw someone I went to college with and I wanted to text a mutual friend. But alas, I had "no bars." I couldn't EVEN send a text message. So much for the notion of in-stadium marketing, voting, or sweepstakes. Take note marketers.

But the best part is, the spectator in front of me not only has bars, but he is streaming video clips - not the kind delivered over a broadcast network.

Warriors mobile video

Mobile Services - The "Bar" For Success Is In Motion - Upwards

Julie Ask

My predictions for how consumers will engage with consumer brands, products and services was just posted last week. See the report link here. A brief history around mobile services and marketing:

2000-2005 - really early piloting; most consumers weren't ready; experiences were disappointing

Read more

Mobile Services: How to calculate the ROI and justify the budget you need

Julie Ask

Few consumer-facing product and service companies AREN'T working on their mobile strategy today. Everyone is thinking about how best to engage with their customers on their cell phones. And, can you even do NEW customer acquisition with teenagers or young adults without a mobile option?

Many mobile initiatives start without a plan or a strategy. They start with:

"Our CMO was observing his teenage daughter use her cell phone ...."

"Our competitors have an iPhone application. My boss told me to get one for us."

Read more