According to Deloitte’s 24th Annual Holiday Survey of retail spending and trends (2009), one in five consumers—19 percent—plan to use the mobile channel for holiday shopping this year, with 25 percent of those customers planning to use a mobile phone to make a purchase.
To capitalize on this, Estée Lauder launched a mobile storefront where users can go to send gift ideas to friends and family during the holidays. The Estée Lauder storefront contains product images that consumers may select and send to their friends and family members’ mobile phones.
This is not the first time Estée Lauder has used mobile. The brand is also helping raise awareness for breast cancer via an ad campaign that is running on Kargo and Hearst Magazines’ mobile properties (see story). The cosmetics giant also offered a Gift Time SMS Text Reminder service allowing consumers to sign up to receive text-message alerts (see story).
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