Location-based coupons and offers are among the few methods available to brick-and-mortar retailers to trace the effect of their mobile marketing, according to panelists at an eTail East session. "[T]he commerce on our coupons is much better than any of the people who are hitting the checkout button, so it goes back to that idea of in a multichannel world, you have to constantly be thinking about both the [in-store and online] opportunities," said Prat Vemana, director of the velocity lab and global mobile strategy at Staples.
Location-based offers good for checking mobile marketing, exec says
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