With the 2012 Effective Mobile Marketing Awards Ceremony now just two over two weeks away, we continue our look at the shortlisted entries in each category, turning the focus today on the Most Effective mCommerce Solution category.
There are six contenders vying for the honours in this category. The first is independent Fancy Dress store, Allfancydress, which is shortlisted for its transactional mobile site, created by Crafted Media. The site is believed to be the first, and to date only, mCommerce platform in the UK fancy dress industry, and offers consumers a quick and easy shopping experience. Revenues from the site are impressive too.
Next up is La Redoute for La Redoute Street Shopping, an innovative campaign that combines an Augmented Reality treasure hunt and virtual stores, accessed via an iPhone and Android app. The campaign was heavily promoted through social, mobile, offline and other online channels, and captured the French public’s imagination, with impressive app download and social sharing numbers.
Murat Paris and Agencie .V. are nominated for the Murat Paris mobile app, which was designed to increase brand awareness, give the brand more of a digital image, and drive footfall in retail outlets. French jewellery manufacturer Murat made extensive use of social channels, and a clever mobile app that consumers could use to scan a press ad in order to see additional content, including alternative jewellery to that shown in the ad, and a store locator. A neat campaign, with impressive results.
Pizza Hut and bemoko are in the running for the award with the Pizza Hut Delivery mobile site. Pizza Hut deliberately took opted for a mobile site as opposed to an app for its first big mobile play, and only a few weeks after launch, the site is delivering impressive results, accounting for 10 per cent of all online orders within a week of launch.
Next up are Screwfix Direct and Netbiscuits for the Screwfix mobile site. This has been live for just over a year, and enables Screwfix’s target audience of on-the-go tradesmen, to order essential goods via the site for delivery or collection in store. For customers reluctant to buy on a mobile website, the mCommerce integration makes it possible for them to create their order on the mobile website and complete it by calling the contact centre. 
Finally, Bango is hoping to take the honours for the Facebook Direct-to-bill Payments service which it powers. Bango’s integration with Facebook enables the social giant’s mobile users to easily buy digital content, with the cost charged to their mobile bill, and no need for credit cards or SMS verification. A good day’s work for Bango, and good news for Facebook’s hordes of mobile users.
Who will take the honours? We’ll all know a couple of weeks from now. In the meantime, stay tuned for tomorrow’s Awards preview, when we look at the Most Effective Mobile Application – b2b category.
The Awards Ceremony takes place on 29 November at the London Film Museum on the site of County Hall on South Bank, a stones throw from the London Eye. The event is almost sold out, but at last count, there were a couple of tables left. To book your place, contact Lisa Slavin by email or telephone +44 (0) 20 7183 5285. Individual seats cost £250; a table of 10 costs £2,150.
The 2012 Effective Mobile Marketing Awards are sponsored by Openmarket, 7Digital, Celtra and Propel. To find out more about how to get your business or brand involved, contact John Owen by email or telephone on +44 (0) 77696 74824.
