Dreaming of a Digital Shopper Marketing Christmas

My nine-year-old daughter never asked any questions about the existence of Santa Claus last year. That made me certain she already knew the answers, and simply skirted the issue so as not to jeopardize the volume of presents that got under the tree.I, however, still unquestionably believe, and in 2010 asked Santa for a variety of gifts -- although, these days, my image of Santa looks a lot more like Steve Jobs in a fake beard than Haddon Sundblom's Coke-commissioned icon. My list included: More promotional offers that are obviously, unquestionably targeted at me. A few years back, CVS/pharmacy marketing honcho Rob Price told an industry audience that members of the chain's ExtraCare loyalty program might not always recognize the relevance of the "targeted" offers they receive. Since then, I've relied solely on his word, since the coupons I typically get never really scream "me."That changed in December, however, when I dropped by CVS to buy some higher-resolution reading glasses (after conceding that I can no longer read sweepstakes rules or coupon disclaimers). I scanned my card at the ExtraCare Coupon Center and -- wonder of wonders, miracle of miracles -- got an offer for $4 off reading glasses. Never before had I felt so personally "loved" by a retailer. A "Black Friday Surrogate" app for Walmart. Wouldn't it be OK if I just "virtually" waited in line for five hours overnight to get that astonishingly low-priced piece of electronics? I'll gladly sacrifice the enlightening shopper insights -- and sociology lessons -- I gain by being there in person. An "App Rewards Aggregator" app. I've only downloaded about 20 of the numerous shopping-related apps available through iTunes, but I'm already overwhelmed. Exactly how do I know which location-based app will benefit me more at each location? Should I be opening Best Buy's own app, or see what offer the chain is running through Shopkick? Is it even worth opening Foursquare or Loopt right now? I could really use some cross-app help. A matching "Automatic App Updates" app (or at least similar functionality on my phone). Let me identify the apps for which I'm willing to accept any and all upgrades, and let it happen without me even knowing about it. I understand that we're still in "test and learn" mode here, but it seems as if Shopkick, Best Buy, Foursquare and several other apps offer up a new version every 40 minutes. An iPhone 4, since the 3G I got in April apparently is too obsolete to adequately run many of the coolest new shopping apps. (This is why I've always waited for technology to go mainstream before adopting.) An inter-spousal synchronization mechanism. I've now got access to scores of mobile coupons and other offers, but little need to use them. My wife has the need -- and an enthusiastic desire -- to use them, but no smartphone from which to access them. That means I have to hand over the iPhone every time she heads out the door or, and I shudder to even consider this, go with her. Faith in CauseWorld. I'm not exactly sure how this app (operated by the same company behind Shopkick) uses my karma points to feed the hungry or "stop human trafficking." But I love the concept and hope it actually works. (I also hope that checking into a store from my living room couch doesn't count as cheating if it's for a good cause.) Stock in Facebook. Whenever I check in through my phone app, I get a half-dozen responses almost immediately -- which, for the record, represents an "engagement rate" of about 6% among my official friends. It's getting very hard to find a consumer promotion that doesn't have some kind of Facebook component, and many brands are now using the social network as the centerpiece of their campaigns. If the Facebook phenomenon is just a fad (and 500 million users imply that it isn't), it's going to be a long-term one. Springsteen's new boxed set. After all, the whole world isn't about digital shopper marketing. By the way, the only one of these presents waiting under the tree for me was that last one. I guess I'll have to make do listening to Springsteen on my embedded iPod -- at least until my birthday.Peter Breen is managing director - content for Instoremarketer.org. He can be reached at (203) 852-8912 or pbreen@instoremarketer.org.

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