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Published byJulia Davidson Modified over 8 years ago
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Mobile devices as tools that guide consumers through purchasing habits Tesi di Veronica Condina
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Before the Research Data on Mobile device’s pervasiveness 62%81%40%84% Mobile Revolution
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Research Question Mobile technologies can positively affect consumer’s purchase behaviour
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Research path’s building 1.Analysis of six Company’s Mobile marketing campaigns 2.Interview of 5 italian wineries that use QR Code
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Keys to success Interaction Strategic places Fulfill consumer’s needs Conscious purchase Bonus assignement QR CODE MOBILE COUPONING AUGMENTED REALITY
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Emart case study
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Keys to success Interaction Strategic places Fulfill consumer’s needs Conscious purchase Bonus assignement QR CODE MOBILE COUPONIG AUGMENTED REALITY
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Ikea Augmented catalogue
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Company’s benefits Improve brand awareness Costumer engagement Sales’ increase Increase of mobile site traffic
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An examplary case: Tesco “Let the store come to the people”
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76% registered members 130% sales increased + 10.000 online visits by smartphone 28.000 $ Weekly income after the campaign Tesco campaign The results
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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
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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
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Beyond the information function Wineries benefits Advertisement More and faster visibility More traceability of products Enhancement of the company image
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Wineries and QR code BocaleLa Porta di Vertine Tenuta La Ratta Impact on sales
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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
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Conclusions Mobile Marketing Campaigns Wineries and QR Code Mobile Couponing QR CODE Augmente d Reality The context have still to develop
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Predictions
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Thank you for the attention Internet ha cambiato la comunicazione, I social media hanno cambiato internet, Il mobile cambierà il mondo Jack Haber
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