In what still an emerging industry, really adventurous and inspiring mobile marketing campaigns in retail are few and far in between. However we captivated by a splendid campaign by Korea’s biggest retailers, which we mentioned in an interview with the Mobile Marketing Magazine and since it is by far the most impressive mobile retail campaign we have come across, we present it to you in our blog.
The largest discount store in South Korea, which is trading since 1993 and has already taken over Walmart in Korea, has identified a week spot in its trading times. E-mart’s sales would drop dramatically during lunch, from noon until 1pm in the afternoon and to overcome this weakness and boost sales activity E-mart launched a mobile marketing campaign that has exceeded any expectations of its predicted success.
Mobile marketing campaign goals
Having identified the goals the mobile marketing campaign needed to achieve, the retailer decided to bridge the gap between a familiar mobile technology – QR codes and instead of driving the footfall to its shops, instead the retailers strategically placed mobile artefacts around town to best target the lunchtime shoppers flooding the streets from noon, all of them geared with the latest smartphones.
The company distributed a number of 3D QR codes around Seoul, which would be shadow activated between noon and 1pm each day. Shoppers on the street would then scan the 3D QR code directing them to a dedicated mobile commerce page revealing a new sale and presenting them with a $12 voucher to start spending with the retailer online. Ordering goods via a smartphone meant that people could shop on the go without the need to visit the retailer and to make matters even better, the retailers would deliver the goods to the customers chosen address.
The mobile marketing campaign started with 13 3D shadow QR codes dotted around Seoul growing to 36. The customer membership has grown by 58% and lunch time sales increased by 25% compared with the previous month.
Not only did the campaign raise brand awareness, social engagement, but it also boosted mobile shopping and most importantly for any retailer, it increased sales. The novelty in using QR codes, meant that consumers were already aware of the technology and since it was only activated for one our a day, the most important time period, when Seoul’s streets flood with lunch time shoppers, raised the anticipation of the unknown.
You can view the QR Code Mobile Marketing – Emart’s Sunny Sale live in action here: