Retailers need to sell where the customers are. Wind back quite a few centuries and markets would probably have been the predominant shopping channel. As towns built up, the high street came to dominate as a convenient place to shop. Then came the shopping centres.
I was at a conference the other day and, whilst awaiting the first speaker’s presentation, I was chatting with the lady next to me. I am not sure how it came up in conversation, but the subject we started talking about was customer loyalty programmes and their associated loyalty cards.
A recent study by Carlson Wagonlit Travel has discovered that business travellers tend to take four technology devices with them on trips. The survey of more than 1,900 business travellers found that, on average, they carry four different types of technology (mobile phone, tablet, laptop, etc.), with the smartphone being the one “travel tool they can’t live without.”
British Airways - receive information about your flight’s gate status, with notifications sent direct to your wrist when your gate status changes (available at London Heathrow Terminals 3 and 5 only). Marriott - access Marriott’s mobile app for check-in and checkout. Expedia - Check itineraries for upcoming trips.
A study recently completed by the University of Derby concludes that some people have become addicted to their smartphones, ie. they have become physically and mentally dependent on their devices. The study found a positive relationship between this addiction and narcissism.
I make no apologies for getting back to the subject of mobile. It is simply the most important issue that is affecting travel right now. It is vital to get your strategy right and properly address this channel unless, of course, you are not bothered and are happy to watch the new entrants continue to flood in and steal market share. Two events in the last seven days have catalysed my thinking.
Nucleus, the brand, digital and intellectual property consultancy has been regularly surveying its clients since 2011, tracking the growth in mobile web browsing. The company’s latest survey highlights the continued move towards a mobile-first user experience. Mobile traffic has been growing at 42% year on year.