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I gotta back Chris on this one. People aren't looking for more ads -- especially in places where they pay for service. Cell phone content might be more useful if it is topical, but ads that are not sought out, big nono. I'm not sure why there is such a furvor over this. But then again, I'm a geek.
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Kevin- I agree the Old Navy commercials were annoying. The difference is those ads interrupted/annoyed me on television. I expect to be annoyed when I watch TV. However, I don’t expect to be stalked while I am talking on my cell phone. Companies need to learn how to behave themselves when ‘targeting’ consumers. Less is more is a cliché for a reason. Of course, ‘the squeaky wheel gets the grease’ is a cliché for a reason, too.
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Would it cost me money to retrieve. If it costs money... I say no thanks.
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GPS phones are intrusive enough add cookies to that and it is a mix that is just too invasive. With respect to Semacodes...they are a Red Herring. There are better ways to use existing barcode systems and phone technology. Semacodes are simply a marketing spin on existing technology rather than breakthrough technology.
Retailers can use their existing barcodes without introducing a new format (invest large$$)to accomplish the same thing. If anyone has a client interested let's talk...we have code on the shelf that with trivial changes can do a coupon system with java or picture cell phones.
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You know Tom, I'd have thought so at first, too -- but then Old Navy just kept making commercials. That old lady with the big glasses, Morgan Fairchild, excessively perking airheads shouting how puke palletes are in. They just kept going...
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Um, I think the answer is quite obvious. No. How annoying can a company become before they ruin themselves? Stay tuned to find out.
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If you want to engage me, let me have some control over the marketing. And by the way, I hear that Marc is big in Japan.
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Would LOVE the feedback on that idea! *Very* smart. Granted, it's like putting a tracking device on the person, but hey, if it's opt-in...
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Semacodes are where things are going. Already really big in Japan. I agree with the gap in logic about giving discounts when the consumer is already in the store, but what about nearby? Then you can attract someone with the idea that they could go get a discount at a store they were not already at. But also, Kevin would love your feedback on this idea: what if you walked into the Gap, and the Gap put a cookie on your cell phone that marked that you had been there. Then a week later it pings you with a discount. That way you're leveraging the technology but not giving a nonsensical immediate discount.
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Blair, also, have you heard of semacodes? 3D bar codes that consumers can take pictures of with their cell phones which in turn links them to a URL website. Retailers could have a semacode at their POP and those who wanted the discount could pull out their phone and just snap away! here's more info: www.semacode.org
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Mary-I discussed the same idea before my post with a co-worker and he brought up a good point...would HAVE to be opt-in though, can you imagine when you are in a hurry, walking down the street and you get 30 texts for coupons for every store you just passed?!?! Another thought for retailers hesitant to come on board, what about a coupon (as a SMS text, etc) that comes on your phone and also contains a barcode...or maybe you can transfer the info to the retailer via infrared or bluetooth.
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Echoing Noelle's comment, dvertisements to cell phones, whether coupons or full-on DM with a variety of calls-to-action, will have to be opt-in for two reasons: 1) they won't be accepted/tolerated by the recipient if they aren't and response will be dismal and 2) if enough recipients complain to their wireless carrier the sender of the actual message (assuming SMS is the delivery method) will be placed on a black-list and not allowed to deliver any more SMS.
That said, I don't think there will be much resistance from a consumer standpoint. The resistance will be in getting agencies/brands to try it and the retailers to accept them. (Kevin, this is the true cause of the delay)
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Hmmmmmmm. My answer would be why have coupons in the first place? I guess I prefer the Costco business model. Everyday low cost, no coupons.
But, ok, that said, would I want "spam" coming to my cell phone, or PDA? It certainly would depend on frequency. Once a day, maybe. 500 a second. Probably not. Who controls the network frequency of these ads?
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Perhpas the key would be to let consumer 'opt in' to receive those coupons... for example Ann Taylor and Olay have done a wonderful job of building a relationship with me because of their monthly coupon e-mails...but it's something that I choose to do - - I do wonder about the technology after all most of those coupons, like print would only need a code and retailers tied into a central data system could punch it in and go....
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I have worked with carriers and spoke to retailers about this very topic. While we could demonstrate the technical feasiblility of this, retailers have concerns related to congestion at the point of sale, ROI on new equipment,staff training issues, and the general economics of instant discounting when the customer is already in the store.
In the course of your research, you may want to look at how many people use phone features such as Bluetooth...go to the mall and see howmany bluetooth connections you can make with your phone. If you can pick up x% of passersby with their Bluetooth on...that will give you an indication of the potential user base. (assuming Blue Tooth is the delivery mechanism)I wish you good luck but, the North American user base is not ready for it at the retail or consumer level.
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I think it would be better if on your GPS enabled phone, they only sent offers to you when you were near those stores making the offers. It would have to be an opt-in thing, so that it's relevant. I know I never carry around paper coupons, but might be enticed to try a new place or shop at a certain store if they sent me an offer on my cell phone when I was on that street anyway.
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I'm trying to figure out what's taking so long for this to take off! it was a great idea like four years ago, and seems to be slacking. Tell your friend to hurry up and make it happen! Why kill the paper? Instead of having to flip through 30 circulars, and bring them with you, wouldn't it be cooler if you could simply access them through your cell phone?
How cool will it be (not if) when you walk into, say, J Crew, and hit a shortcut for "Crew Coupons," and instantly see them? Go save your cash, walk over to the Pet Smart, load up the coupons, and save some cash on your new puppy (thought I forgot you got a new puppy, didn't cha? )
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