MW08 – Question #4: What is the future of proximity marketing?

With retailer’s becoming more technologically advanced (RFID, Bluetooth, wifi) what is the future of “proximity marketing” through a mobile device? – Ian Barnett, spider marketing.

With technology playing a larger role in the retail experience, we can expect traditional old in-store media to become very interactive. It’s happening now with LCD screens – but the ability to get additional product information or get drawn to products through bluetooth, SMS, mobile web, or qr codes represents real and near future opportunities

In some countries like South Africa for example, consumers are entering malls and downloading virtual coupon books through Bluetooth before starting their shopping. They download a widget or application to their device once, then simply update the content through bluetooth every time they enter a bluetooth zone in the mall.

Think of mobile technology as conversation enablers vs. interruption devices. Nobody wants to be bombarded with messages on their phone – so the successful retail experiences will incorporate opt-in first for any technology play that goes beyond signage.

When will this happen in Canada?

It’s already started. Several malls in Ottawa and out West have already started piloting bluetooth projects and other mobile related projects are also in play across the industry. RBC is piloting a mobile payments platform called mobex which could also roll out to the masses in the next 18 months.  You won’t see widespread qr codes until a carrier incorporates them on their device.

We have enough examples from around the world on the future of proximity marketing in Canada, the bigger question is when will proximity marketing really take off. My bet is 2010.