How Mobile Devices Are Changing Shopping and What CPG Marketers Can Learn From It

When I was the brand manager overseeing Hellmann’s Mustard, one strategy for growing the business was identifying emerging trends that could translate to new products. In 1999, the major trend was grainy or honey mustard varieties. Back then, trend-spotting meant that I was reliant on a nice salesperson to buy a package of mustard, snap a picture, develop the film, and send it to me. Today, the expectation is to get information much faster than waiting for pictures in the mail.

Fast-forward to current CPG marketing and the influx of instantaneous access to consumers through social media and mobile devices. Shoppers now walk down the aisles of a grocery store, department store or sporting goods store with their smartphones. The consumer is better equipped to make a more informed purchase.


Can a mobile app bring limited-edition sneakers to the masses?

Are limited-edition sneakers still special when buyers can reserve them via app like a pizza or a pair of movie tickets? Adidas hopes so. 

The German sportswear giant just launched Confirmed, a mobile platform that will let sneakerheads skip the long lines at Foot Locker, obscure shoe lotteries, and the occasional disturbance of the peace that come with the sale of a rare pair of shoes. "You hear a lot of chatter and frustration that the existing system is somehow rigged for friends of friends or VIP customers," said Simon Atkins, the company’s vice president of brand activation. "We saw a real opportunity to change the paradigm with customers." 

Here’s how it works: Consumers who download the app, register with personal details, and allow push notifications from Adidas will get offers to reserve limited-edition shoes and apparel as they become available. Those who respond first are given the right to buy the products at a certain time and place, both in Adidas-owned stores and other retailers. 


Are Mobile Apps Risky Business?

While the enterprise software market is predicted to grow to $4.5 billion by 2016, the increasing prevalence of mobile applications is exposing new security holes for businesses. Having an app for everything brings many benefits, but also entices hackers to target apps as gateways to valuable data. Businesses must meet the associated security challenges head-on with structured approaches.

Both mobile and enterprise technology are exciting, well-funded IT sectors. But it's where mobile and enterprise meet that we find the most profitable sector of all: mobile apps.


LinkReader App!

Live Savannah is a yearlong initiative brought to you by SCAD + HP via the LinkReader app, which transforms physical content into digital experiences. Over the year, the project will examine tourism, retail, and community.

Earlier this year, Savannah College of Art and Design began utilizing the Digimarc's breakthrough technology in the nation’s first “Live City” installation. Walking around the city of Savannah, Georgia, pedestrians scan digitally watermarked images on maps, posters and other printed materials using the Digimarc-powered LinkReader app and are instantly linked to exclusive user content. With this digital vantage, tourists learn more easily about Savannah’s rich history and unique attractions.