This document analyzes the strengths, weaknesses, opportunities, and threats (SWOT) of mobile marketing for UK grocery retailers. Some of the key points analyzed include: - 50% of retailer traffic and 71% of UK consumers now use smartphones - Strengths include high smartphone adoption rates in the UK and increased security compared to online shopping - Weaknesses include small screens that make shopping difficult and challenges with push/pull strategies - Opportunities include increased customer spending, loyalty, and data collection - Threats include damage to brand reputation if mobile experiences are poor and increased price transparency that allows comparison shopping.

1. SWOT analysis of
Mobile Marketing for
UK Grocery Retailers
Finn O Nuallain
10230678

2. Introduction
• 50% of all retailer traffic will come from
Smartphones
• 71% Smartphone adoption in the UK
• Growing UK Online Retailing
• Significant profitability challenges facing the
sector

3. Key Smartphone Characteristics
• Portable: Anywhere/Anytime
• Personal: Unique to that user
• Networked: Real-time information
• Content: Apps, SMS, email, video
• Convergence of Technology: GPS, camera,
browser, social media

4. Strengths
• 71% UK Smartphone Adoption: quite high and a desirable
customer segment
• Security: Higher than online
• Pull Marketing: once consumers have opted in, more likely to
consume and share content from retailers

5. Weaknesses
• Channel Multiplicity: Cannot exist alone
• Screen Size: too small to be useful for shopping for certain
products
• Push strategy: can cause brand damage if used incorrectly
• Pull Strategy: Adoption is quite poor to date; e.g. QR codes
• Advertising Effectiveness: limited for new products in this
channel
• Lack of Best Practice available

6. Opportunities
• Increased Spend
• Increased Loyalty
• 1:1 connection with consumers anywhere, anytime
• New Retail Experiences
• Affluent Consumer Segment
• More convenience for consumers
• Data Collection

7. Threats
• Brand Reputation: Poor retailer behaviour in this channel can
lose customers
• Consumer Sentiment: 77% of consumers are irritated if a
brand has a poor web experience on a mobile website
• Price Transparency: 24% have used it to compare competitor
prices in-store
• Competition: Could adapt to this channel faster

8. Conclusion
• Retailer Benefits
• Evaluation of channel
• Trust
• Location
• Best Practice

9. References
Mobile Marketing in the Retailing Environment: Current Insights and Future
Research Avenues
Venkatesh Shankar, a,⁎ Alladi Venkatesh, b Charles Hofacker c & Prasad Naik d
(Journal of Interactive Marketing 24 (2010) 111–120)
On the Go: How Mobile Shopping Affects Customer Purchase Behavior
Rebecca Jen-Hui Wanga,∗, Edward C. Malthouseb, Lakshman Krishnamurthi (Journal of
Retailing)
Mobile marketing: A literature review on its value for consumers and retailers RogerStröm a,
MartinVendel b, JohnBredican (Journal of Retailing and Consumer Services)
Consumer attitudes towards mobile marketing in the smart phone era
Catherine Watsona, Jeff McCarthyb, Jennifer Rowleyc,
(International Journal of Information Management)
David G. Taylor Michael Levin , (2014),"Predicting mobile app usage for purchasing and
informationsharing",
International Journal of Retail & Distribution Management, Vol. 42 Iss 8 pp. 759 - 774