Marketing Mobile

“Mon Panier Carrefour city” Mobile marketing operation

Introduction

Mobile marketing is today a topic that is becoming more and more interesting. Indeed, marketers around the world are spending big amounts of money on marketing activities in mobile media.

This is due, in large part, to the fact that companies are seeking ways to get better value for their marketing in a more and more technological environment.

Mass Medias have impersonal communication, whereas targeted one-to-one marketing communications have become more efficient.

As a matter of fact, mobile marketing tools personalize the relationship between the client and a brand, which create engagement and loyalty toward the promoted brand.

In our case, the company chosen is Carrefour. Today, this brand wants to modernize the relationship with his clients, through some technological devices, to gain their engagement and their loyalty, in particular the 18-24 years old.

That’s why, we planned to create a mobile application “Mon Panier Carrefour city”, to attract this client category, which is always hyper connected.

Through this report we will present first the objectives of our mobile campaign, the target, the mobile tools used, when we plan to organize our mobile campaign, at what frequencies, and final how ti measure the effects after launching the application.

These measurements will be done at the end of the first period of this campaign to make adjustments if necessary before export the concept to all Carrefour City in France.

That’s why, to conclude our project, we did some forecasts about the results. We tried to anticipate conclusions and recommendations for the positive and the negative scenario.

Part I - Objectives and Target

• Objectives

Few months ago, Carrefour city launched the mobile application“Mon Panier Carrefour City” to encourage people to do their shopping, just by using their mobile phone.

With this application, the client can order his shopping items via his mobile device, and the team can prepare his order within two hours, in order for him to pick up the pursached items.

Today, this mobile application isn’t known by the majority of Carrefour City client.

And our aim is to improve this application and, then communicate with mobile marketing about it, in order to make it a very trendy and useful one.

• Target

Our strategy is to target the most influential part of the population: young people between 18 and 24 years old.

By making the application very attractive and useful for the Y generation, Carrefour can gain big notoriety just by the word of mouth, and then will become what we can call “a cool and a modern brand”. Forcefully, with a successful application to do shopping via mobile, Carrefour will increase automatically its sales.

Indeed, by targeting the youth we can both expand the reach to the young generation, who are not familiar with new technologies, since they can be recruited by their peers, and in other hand, this young target can also influence the parent generation to use this new innovative application to do shopping thanks to their phone.

Part 2 - Mobile marketing tools

Our strategy is a push marketing operation. So we decided to use few and punctual marketing tools to conduct the mobile marketing operation.

To create a brand awareness campaign, we focused on two ways of communication:

• Above the line communication, with outdoor advertising displays

• Through the line communication,thanks to several mobile marketing resources.

To drive finally loyalty and retention of the youngest public, we will improve all functionalities of “Mon Panier Carrefour City”, and adapt it to the target.

We will start our campaign first, in Marseille, and then will apply it in all cities of the country, with some improvement if it’s necessary depending on the results.

Campaing before downloding the application

1. Outdoor advertising displays with QR Codes

• Billboards will be placed in the main avenues of the city (Michelet-Castellane-Prado-Chave) with QR codes to download the application. This application will be free to download and available on Apple and Android stores.

• Same displays will be placed during the campaign period, on public transport, inside and outside with the QR code to download the application.

These actions

2. Social media

Carrefour city social page on Facebook will do punctual promotion to download the application, and the community manager will be available to answer to questions about it.

3. Mobile media

• SMS To Wap

Carrefour will ask for a data base from all French operators with the characteristics of the young target: young people who are between 18 and 25 years old. The aim is to sensitize them to the pursaching at carrefour and to create a word of mouth around the application “Mon Panier Carrefour City”

SMS will besent to this target on their mobile phone. Concretely, permission is required from the mobile owner to read or reject the SMS. This SMS will contain a link to download the application.

• Geolocalisation or Wifi

A link message to download the application is automatically sent to people who are located into a « Carrefour city» shop, through Wifi if it’s activated on their mobile phone, otherwisethe client is geo-located and receive the same message.

These communication actions are aimed to create a brand awareness around “Mon Panier Carrefour City” as a virtual hypermarket on mobile.

2. “Mon Panier Carrefour City” functionalities

• Image recognition with 1D code

The client can take the photo of an item code bar thanks to the application. This flash will automatically make a comparison

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