Mobile devices as tools that guide consumers through purchasing habits Tesi di Veronica Condina

Before the Research Data on Mobile device’s pervasiveness 62%81%40%84% Mobile Revolution

Research Question Mobile technologies can positively affect consumer’s purchase behaviour

Research path’s building 1.Analysis of six Company’s Mobile marketing campaigns 2.Interview of 5 italian wineries that use QR Code

Keys to success Interaction Strategic places Fulfill consumer’s needs Conscious purchase Bonus assignement QR CODE MOBILE COUPONING AUGMENTED REALITY

Emart case study

Keys to success Interaction Strategic places Fulfill consumer’s needs Conscious purchase Bonus assignement QR CODE MOBILE COUPONIG AUGMENTED REALITY

Ikea Augmented catalogue

Company’s benefits Improve brand awareness Costumer engagement Sales’ increase Increase of mobile site traffic

An examplary case: Tesco “Let the store come to the people”

76% registered members 130% sales increased online visits by smartphone $ Weekly income after the campaign Tesco campaign The results

The research path Wineries and QR code Premise of the research 60% of consumers buy wine in large retailers Consumers real experts of wine= minimum percentage on the total of consuption QR Code is the solution

Beyond the information function A marketing tool it’s a consumer’s volunteer action it’s easy for the consumer obtain information Wine’s label are not spacious Infos can be saved on the mobile device for a further use Consumer can access to the mobile purchase section

Beyond the information function Wineries benefits Advertisement More and faster visibility More traceability of products Enhancement of the company image

Wineries and QR code BocaleLa Porta di Vertine Tenuta La Ratta Impact on sales

Sales increase especially at the beginning of the initiative Since the introduction of QR Code, La Ratta Winery had a sales increase of 10%/ 20% For Bocale Winery QR code had impact on sales but it wasn’t able to quantify

Conclusions Mobile Marketing Campaigns Wineries and QR Code Mobile Couponing QR CODE Augmente d Reality The context have still to develop

Predictions

Thank you for the attention Internet ha cambiato la comunicazione, I social media hanno cambiato internet, Il mobile cambierà il mondo Jack Haber