Shoppers to commandeer stores’ audio and video systems
Akoo International Inc. has introduced a mobile application that lets shoppers commandeer retailers’ in-store audio systems and video displays. The m-Venue program, optimized for Apple’s iPhone Safari web browser and devices that use Microsoft Windows Mobile operating systems, lets consumers use their mobile phones as wireless remote controls to activate in-store entertainment and marketing materials on overhead sound systems and video units.
Mobile users can search, select and activate songs, music videos, sports moments, pre-approved user-generated content and additional programming for public performance. M-Venue’s library features more than two million pieces of content directly licensed from major content providers such as Universal Music Group.
Traditional and digital in-store signage promotes the service and provides basic instructions on how to use it. Consumers can add content to a store’s entertainment queue in one of three ways. First, they can visit a store’s mobile web site via a mobile telecommunications device and search through content, adding selected items via the web site. Second, they can do the same with any Wi-Fi-enabled device. And third, they can send via text message numerical codes listed on in-store signage or mobile web pages and ads to a store’s m-Venue system.
Consumers also can use their mobile devices and the new application to identify and tag music for subsequent purchase at online music retailers such as iTunes; earn, bank and redeem loyalty and rewards points; and interact with digital signage networks and mobile marketing programs.
Retailers can benefit through behavioral data captured by the m-Venue system, which catalogs a consumer’s interactions with the system in profiles filed under the consumer’s phone number. Profiles are based on songs and videos selected, interactive quizzes, coupons redeemed and other interactions. The profiles enable retailers to deliver targeted marketing messages, mobile coupons, or loyalty and rewards incentives immediately back to consumer mobile devices or at any time after consumers leave a store.
Akoo soon will begin deploying m-Venue with retailers, national restaurant chains and other companies. “M-Venue addresses retailers’ and brand marketers’ need to engage consumers at the critical point of sale in more targeted and measurable ways,” says Niko Drakoulis, Akoo CEO. “Mobile devices such as the iPhone are a catalyst for the growth of social networking and real-time consumer-to-brand interactivity in public venues.”
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