Mobile marketing and technology firm 2ergo has created a mobile site for the Retail Week conference. The site contains maps, Twitter feeds, timetables and news updates. Delegates can also use the site to put questions of conference speakers. They can also sign up for SMS reminders about keynote speeches and seminars.

“The mobile services on offer at the event not only enhance the experience for delegates, but transform the way the industry can experience the event,” says John Stevens, 2ergo’s, joint managing director. “If this technology was utilised in store, retailers could use the same proposition to acquire new customers, create loyalty and drive incremental sales…Too many retailers’ mobile strategies are still not going much further than app development but hopefully 2011 will be the year when mobile is used more broadly as a multichannel retail solution.” 

In December 2010, 2ergo undertook research which showed that retailers are still behind the curve when it comes to end-to-end mobile strategy. The research found that 93 per cent of the UK’s leading retailers missed out last Christmas, by failing to respond to their customers’ increasingly mobile shopping behaviour.