Market Trends

Consum, one of the biggest Spanish retailers, with 600 supermarket stores and Danone, the multinational agri-food products giant, famous for its yoghurts, join forces in order to start a campaign to activate their consumers.

To do it, they choose Hooptap as the platform to boost the relationship with their customers and incentivize the most important activity, purchase. The goals were clear, increase consumer engagement with both brands and increasing the average consumption in a 20%.

MPASS has recently partnered with Hooptap, a Spanish company and one of the global key-players in the latest digital solution of Gamification. Hooptap is delivering a rich games’ library and a powerful Gamification engine that can be customized so to meet any client’s individual needs.

The Stiletto Wars campaign which was deployed recently by British luxury department store Harrods, is a great example of how gamification can be applied in engaging, creative digital marketing campaigns that generate entertaining, immersive social user experiences.The Stiletto Wars campaign which was deployed recently by British luxury department store Harrods, is a great example of how gamification can be applied in engaging, creative digital marketing campaigns that generate entertaining, immersive social user experiences.

Currently, there are over one million apps released in the marketplace. Billions of them are already installed onto devices. However, according to a 2013 Flurry survey, only a 25% of the apps installed are used after a three-month period from users, indicating below average loyalty. Thus, a need to introduce new engagement concepts and methods so as to provide interactive and exciting experiences to mobile users, has occurred.

Mobile campaigns which incorporate geo-fencing and geo-aware marketing are increasing in number according to two recent studies by Verve Mobile held in 2013 and 2014 covering trends in location-based marketing. Reports provide metrics and findings following an examination of 2500 campaigns and deliver some valuable insights about the way that geo-fenced and geo-aware strategies are encompassed into various mobile campaigns deployed by marketers.

Proximity Marketing is a great tool for retailers to reach a broad range of consumers through their mobile devices near the point of sale and deliver relevant and targeted content based on the location of the interaction. Its concept favors campaigns that are based on delivering promotional offers to be redeemed at the point of interaction.

Many large brands such as Red Βull have ventured proximity-based mobile promotions, targeting consumers with Bluetooth-enabled devices while they are in-store.