In a bold move to continue supporting a 360-degree ad campaign, Clinique UK is deploying improved reality platforms to enhance current print ads and help drive sales. They invited users to interact through print and out-of-home ads via smart devices during the month of March.
Teaming up with the enhanced reality Blippar application, which can be easily downloaded for iOS and Android platforms for free, the print ads come to life by creating an interactive version of the ad viewed directly on a user’s mobile device screen. By interacting with the advertisements users can view more detailed info on the showcased product and even make a purchase if so inclined.
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Jessica Butcher, founding partner and marketing director for Blippar, notes that print is a stagnant medium that needs to continue to evolve, “Print is, by its nature, old news as soon as it comes off a printing press, and this technology enables it to be used as a trigger for real-time information updates, a digital bridge to mobile Web pages, content downloads or interactive touch screen experiences. Augmented reality is simply one of the forms of content delivery that can be facilitated by this technology.”
This augmented reality platform goes even further by allowing users to connect with a store locator through GPS, view products and brand related videos, connect to Clinique’s mobile site and share comments and view threads via Facebook to see what other people are saying about the product.
This level of interaction brings new meaning and value to print advertising, and when tied into a relevant mobile campaign, a brand can reach higher levels of engagement and drive sales.
As major credit card companies Visa and MasterCard continue to develop and deploy mobile payment applications for smartphones equipped with NFC technology, payment processing between merchants and consumers will continue to evolve.
Many traditional brick and mortar retailers may not necessarily see the need to update their current POS terminals to accept mobile payments, as this emerging technology seems more suited to e-commerce. That said, the idea behind the “digital wallet” as a payment method may dramatically shift how sensitive client information is handled during a transaction.
Consumers are increasingly concerned with identity theft and likewise merchants worry about being sued for information leaks in their POS systems. Mobile payment applications change this very dynamic by giving the ability to consumers to keep all important payment information contained in their “digital wallet,” linking only to their respective banking institutions and cloud data management service, the two safest places to store this information.
Digital wallets will effectively turn the mobile payment enabled smartphone into a Personal Point of Sale (PPoS) device, which includes all the current features and capabilities of a standard retail POS terminal but with added levels of information security and less transfer of info between payment terminals.
Initially set-up for online shopping cart transactions, these new mobile payment applications will no longer require consumers to give out sensitive payment information during the checkout process, rather a transaction number will be pasted into the PPoS. This new PPoS system gives consumers the added ability to keep control over sensitive payment information and merchants no longer need to handle sensitive information and keep it secure.
Online merchants will also benefit from the added element of the mobile payment transaction being considered a “card-present” sale, reducing discount rates, limiting charge-back incidents and decreasing opportunities for fraudulent payment activity.
A hot topic heading into 2012 is the emerging technology coined the “mobile wallet” which Visa intends to capitalize on. Expected to launch sometime in late 2012, V.me is the official brand name for their proprietary mobile wallet.
Mobile wallets refer to applications on smart devices that allow users to store debit, credit and prepaid card information to be used for POS or online payment processing. Visa’s hedging on a similar strategy they currently employ with the various banks using the standard credit card service, the V.me mobile wallet will also be made available to companies such as PayPal, ISIS and Google Checkout along with an open beta development platform.
The advantages of a mobile wallet are that they allow customers to shop and purchase without transferring sensitive payment information over to merchants via a standard debit or credit card terminal. This added level of security, combined with the convenience and flexibility of standard payment processing and the ability to shop easily using a mobile smart device, all add up to why mobile wallets are an emerging trend and gaining momentum.
Visa is hoping this trend will continue to develop and take their existing credit and debit card business in new directions. For more info on this platform by Visa, visit www.v.me.
By Evo Canada Merchant Services
By the end of 2011, mobile payment users are expected to total more than 140 million people worldwide. It’s no question that with the rise of enhanced mobile devices, such as smartphones and tablets, people have embraced new ways of gathering info, communicating and consequently consuming products and services. From apps to social media, simple web searches and everyday phone calls, so much of our daily life has become intertwined with portable devices and it’s only natural that payment processing becomes a part of this growing movement.
At the forefront of these new mobile payment initiatives is NFC (Near Field Communication), a revolutionary way to use technology to make simple low cost secure purchases through a mobile device. The concept is similar to the “pay pass” chips offered by most credit and debit card companies and widely used by gas stations in the form of a key chain swipe system. Transactions can process simply through close proximity between two devices set-up with NFC technology, only a few centimeters apart.
No longer will people need to keep track of cards, cash and even the wallet itself, one central device will hold all of your vital daily resources. The offshoot for waste management is endless as well, as mobile payment solutions continue to move us towards a paperless society.
So next time you’re in line for that latte, pull out your phone and instead of making a call, send a text or type that tweet while you wait, pay for your coffee instead!
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