Rapid consumer adoption of smartphones impacts retailers in many ways. While store-based sales can be hit by the rise of m-commerce through showrooming, there are still positive outcomes as, thanks to smartphones, retailers with a multi-channel strategy also have the option to create a point of sale virtually anywhere. Using below-the-line advertising outside stores is a good way to promote new brands or products; it also represents a favourable environment for impulse purchases.
The power of wait marketing
Wait marketing means to engage with consumers where and when they are most available and receptive. An example of wait marketing includes Ikea revamping bus stops and underground stations in many cities, furnishing the public transport space with its furniture and the slogan “Good design can make the everyday a little better”. Similarly, wait marketing is also evident with Canadian home and garden retailer Canac installing palisades between public urinals, together with the message “For more intimacy with your neighbours”. This type of advertising coupled with mobile internet retailing could potentially transform such wait marketing interactions into sales.