Mars

With the arctic chill sending the nation indoors or, for many, stuck in an interminable layover, how can e-tailers give captive consumers not only what they want, but desperately need through hyperlocal strategies? Hyperlocal is all about understanding consumers’ current location and immediate world/weather around them. With many battling record low temperatures this winter, e-tailers can target geographies and tailor their visitors’ inventory. Kicking off campaigns in real time or even a few days prior delivers a personalized experience, highlighting merchandise related to that specific climate. So how can retailers exercise these strategies, anticipatory or in real time, to make their campaigns relevant?

Mobile applications can be exciting, even essential tools, but the majority fall short when it comes to getting consumers to download them. Is the hype greater than the apps themselves? My company wanted to find out, so it recently conducted a national study to help marketers better understand who uses mobile apps and what makes an app a "favorite."