MMG studies M-Commerce and beacons’ effect in travel-retail

The whitepaper, titled Ten Mind-blowing M-commerce | IBeacon Case Studies, sees Mighty Media Group CEO Stephenie Rodriguez present ten unique use cases and robust examples of m-commerce executions across the travel sector that have driven increased revenue, customer engagement and operational efficiency.

The study seeks to educate and inspire and further dispel the notion that costly mobile applications are required to drive connected travel behaviour. She will expound on this topic for an elite audience in her keynote at the Nordic Travel Retail Group (NTRG) seminar to be held in Stockholm June 8 2016.

M-commerce – transactions that have been initiated from smartphones and mobile devices
— has to date been out of reach for many travel-retail brands as mobile apps were costly to
develop for a single activation.

Rodriguez commented: “Connected consumers don’t want an ‘Uber for Airports’. Airport travel is not a peer service. Travellers want contextually relevant information and offers delivered to them in the right place at the right time. Whether this is delivered through a Twitter offer, a WeChat voucher or a beacon, they don’t care. They want value with the fewest clicks possible.

“To ignore M-commerce is to remove your brand from interjecting itself and creating a magical moment of travel retail serendipity. The barriers for entry are extremely low and it is cheaper to experiment than ever before. Ignore this trend at your own peril.”

MMG reveal how beacon activations are low cost, easy to deploy and require no heavy IT infrastructure such as free Wi-Fi and how brand-centric campaigns, mobile loyalty and optimising staff in an airport are now not dependant on costly mobile applications.