Thoughts on Case Study: Redbull Proximity Marketing

I'm surprised why there's not much firms in Singapore using proximity marketing, since one can easily envision its popularity with the penetration of smartphones in Singapore.

Why, just imagine visiting Watsons convenience store, while queuing for payment when you receives a prompting that shows you a coupon for a snickers bar on discount that ís on display on a nearby shelf. Chances are high for chocolate lovers to purchase since its on discount! At least that's what I'll do... Impulse shoppers like myself are motivated by discount coupons, even though there was no initial intention for purchase. It creates a sort of reminder or a lure to tempt shoppers on the products being marketed. At least the novelty will serves at as a good marketing campaign.

I recently went to the shopping mall at Serangoon Nex, whereby at the customer service counter people were showing their smart phones over the counter. As a typical Singaporean, I queued before I know what I’m queuing for. While queuing, I see a poster nearby showing instructions to download the app "Perkd". Being the ever curious kind, I did and walaa! There's this coupon under “Nex Foodie” ecard that allows me to redeem 2 Cokes and a Wafer!

While I applaud the promotion effort by Nex Shopping Mall to encourage shoppers to download the “Nex Foodie” ecard shown here (see picture) for encouragement of spending at its tenants stores, it could have been more savvy by introducing proximity marketing eg. Using Bluetooth to push out the message and instead of waiting for the customers to make the first move by finding out what is the available promotions (not all customers are like me!)  Even better, the push out message signal points can be place near the participating merchants eg. Anderson Ice Cream whereby shoppers around the vicinity can be prompted of the offers and even make a purchase direct at the store before collecting the freebies via the downloaded app!

Anyway, this is my observations at one of the shopping mall that is trying to promote engagement and loyalty. Thumbs up for effort in mobile marketing but can be better improved!