All heroes start somewhere. – Guardians of the Galaxy
The vast majority of shopping is still done in stores – which is why location now makes mobile the most potent media for advertising for retailers.
Let’s face it: Black Friday 2014 brought the blues to retailers. Even after doling out deep discounts on merchandise, retailers struggled to entice shoppers to Black Friday sales events. Spending was down 11 percent from a year earlier according to the National Retail Federation. A tiny bit of relief came with Cyber Monday results – e-commerce sales on the Monday after Thanksgiving hit $2.04 billion, up 17 percent compared to a year ago, but e-commerce only accounts for a mere 9 percent of total retail sales. The vast majority of shopping is still done in stores – which is why location now makes mobile the most potent media for advertising for retailers.
A few retailers are leading the charge in this space with interesting results. Lorna Jane, a leading retailer in women's fitness apparel uses theMomentFeed mobile marketing platform to target custom audiences on Facebook with localized ads. The ad dynamically changes based on the location of the Facebook user, allowing for content that was relevant and personal. “The goal is to help larger retailers maintain that level of personalization in a way that scales across hundreds or even thousands of locations,” says Elle Morgan, MomentFeed’s Marketing Manager.