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Recap: Mobile in Retail Conference 2015

Mobile-in-RetailSome of the biggest FMCG companies like Ferrero and Procter & Gamble were present at last month’s Mobile in Retail conference in Berlin, as well as huge names in retail such as METRO, Saturn, Rewe and many more. The presence of such companies signals a huge shift in mindset. Retailers have woken up, they recognize that the smartphone is the most personal, omnipresent device and are now becoming part of the narrative regarding how best to reach consumers throughout the customer journey, on mobile, with data.

Mobile in Retail was a great example of how marketer’s efforts are extending beyond channel thinking and delving deeper in to how best to leverage mobile data. There was a great interest in the value of sensors and beacon technology at Mobile in Retail, yet it was NFC/mobile payments that took center stage with numerous talks on the topic of mobile wallets as well as a panel on “mobile couponing at POS”. Our CEO Tom Laband was on a panel in which he discussed adsquare’s retail offering from audience targeting to offline attribution. His discussion with Telefonica, Coca Cola, madvertise media, and Millennial Media explained how creative concepts can inspire consumers.

These industry-specific events (i.e. just retail or just automotive) provide the perfect opportunity for more intimate knowledge transfer regarding technical solutions to meet advertiser needs. Mobile in Retail provided the opportunity to dive deeper in to ‘why’, ‘what’ and ‘how’ mobile data can help retailers deliver value to the right target group(s). Here are some of the #MiRC15 highlights from the speakers and attendees, as they happened:

“NFC Discussion – Berlin: The city that pays mobile

“Mobile network operators indicate that in 2017 well over 50% of their smartphones will be NFC-capable”

“Everything that can be digitalized, will be digitalized!”

“Direct customer feedback via video incorporated into the presentation. Special eye-catcher from VisaEuropeNews”

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About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

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