Brick and mortar shop uses smartphones to draw waves of foot traffic.
Ace Hardware, has been experiencing tremendous success through its mobile marketing campaign that has been run in a targeted, time sensitive technique.
The ads for the company have been running on the m-commerce site for the Weather Channel.
The mobile marketing campaign is geared toward driving users to find their nearest location, and purchase the items that they will need for their home projects throughout the fall season. These advertisements are allowing the company to learn more about the preferences of their consumers through effective data collection.
This is a tremendous example of how effective mobile commerce can be for physical businesses.
In this case, an animated mobile marketing ad reads “When the winds die down, the pickup season begins. Get your recovery started.” And yet another version of the m-commerce advertisement says “You can’t control the weather. You can control how well you weather it.”
These ads include the name and logo of the store, and encourage smartphone users to tap the banner so that they can be redirected to the Ace Hardware m-commerce website. There, a store locator tool allows them to use their ZIP code in order to find the closest shop, as well as the other locations that are nearby. Each of the options includes directions, a map, and contact information.
The results can also be sorted by various categories. The store’s sales are also available through the mobile marketing site, and each of the specific items shows precisely how long the sale will run and how much savings is being offered on that product.
The bottom of the m-commerce site also features additional mobile marketing options, including links to social media such as Twitter, Facebook, and YouTube, allowing smartphone users to remain up to date regarding the latest brand news. That said, as of yet, there is no shopping available directly on the site. This campaign is designed specifically to bring foot traffic into the doors of the brick and mortar locations and not to encourage people to buy products off the store’s website.
