The effort has been made by the chocolatier to help to boost sales.
Lindt, the chocolatier from Switzerland known for their golden bunnies at Easter time, have announced that they are beginning a mobile marketing campaign, as they have recognized that this is one of the most important channels for reaching consumers today.
They have also recognized that this is one of the most important methods for influencing purchasing decisions.
The premium chocolate brand intends to use a series of different mobile marketing techniques in order to help boost their revenues. It is hoping that this effort will help to connect them with a new consumer generation. It also believes that reaching consumers through smartphones will help to improve the sales statistics that it sees next year.
The brand is currently working on a full range of mobile marketing initiatives.
This begins with a brand new mobile commerce platform that will allow consumers to actually purchase Lindt chocolate products using their smartphones and tablets. They believe that with this full mobile marketing strategy in place, they will be able to make the brand and its products far more appealing and accessible to consumers.
The Lindt head of impulse, Tim Stoller, discussed these plans by saying that “Mobile can play an important part in a making us more accessible and driving value sales growth. We’re looking at how we can pioneer our use of mobile, both in terms of driving brand equity but also as a revenue driver.”
The website has already been redesigned by the company, to ensure that it has increased interactivity. Now, according to Stoller, consumers are not only capable of learning about the brand, but they are also able to buy the products that they find appealing. The mobile marketing experience will also include branded games and opportunities to make purchases.
The entire inspiration behind this mobile marketing campaign is to help it to break away from its traditional image – something to which it has carefully clung over the years – as they wish to make a connection with consumers similar to the one that its competitor, Cadbury, has already achieved.
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