• by Mark Walsh  @markfwal, June 7, 2011

The topic is mobile retail, one of the fastest evolving parts of the mobile ecosystem, with digital coupons and rewards, emerging mobile payment systems, and location-based technologies like geo-fencing. Moderator Chuck Martin, director of MediaPost's Center for Research, led off asking about what kind of mobile shopping activities people are doing. Molly Garris, Digital Strategy Director, Arc Worldwide, pointed out that consumers are increasingly shifting from tasks like making shopping list and clipping coupons to mobile tools like GroceryIQ app for creating lists and storing and redeeming mobile coupons.

Chuck noted the Center's research has shown ROI is highest for mobile coupons, but marketers often worry about brand dilution by relying to heavily on a strategy revolving around coupons. Angel Anderson, Associate Experience Director, CP+B, agreed that issue was a big concern for clients. "Brands want us to come up with creative ways to move away from coupons," she said. "It's a big challenge."