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Wednesday, May 08, 2013

Unilever Mobile in Retail

In Mobile Marketer:  Quite an interesting experiment.  Note the scanning of the QR code and the building of a mobile database for future use.  Data mining is an obvious next step. " ... Unilever has teamed up with a Southern California grocery store chain for an in-store promotion that leverages mobile to make it easy for shoppers to track qualifying purchases and become eligible to win free concert tickets. 

The promotion is taking place inside 36 Northgate Gonzalez Markets with the goal of driving mobile engagements for brands such as Axe, Dove and Ragu, raising awareness for two non-profits and helping the retailer build a mobile database. Mobile users can text in or scan a QR code to receive personalized shopping recommendations and product information, with those spending $50 on Unilever products receiving two free tickets to a Reyli concert on May 17 at the Honda Center in Anaheim.

“We wanted to create an opportunity for Unilever and our grocery partner that could track both the spending patterns of their credit card and cash customers,” Jonas Hudson, chief operating officer at CausePlay, Manhattan Beach, CA .... ' 

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