The high-end fashion retailer is piloting beacons in three stores, using the mobile technology to send shoppers directions to in-store events.
Two new studies show consumers respond to mobile marketing and use their phones in many ways, especially young adults.
More and more consumers own web-connected mobile phones and they are becoming more attuned to receiving mobile marketing messages. 27% of U.S. consumers say mobile marketing programs have influenced their decisions to buy products in physical stores, according to a Harris Interactive Inc. study conducted for 1020 Inc.’s Placecast advertising service. And 11% of U.S. adults who own a mobile phone have used one to make a purchase, according to a study conducted by Princeton Survey Research Associates International for the Pew Internet & American Life Project. The rate is highest, at 20%, among consumers ages 18-29, the Pew study reports.
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