Shopitize’s Chris Newbery explains the brand marketing opportunity in mobile

Last week the mobile industry descended on Barcelona to Mobile World Congress. With entire halls dedicated to apps, marketing and the latest mobile connected technology, the show is no longer a place just for mobile manufacturers. This year we saw bikes, cars, smart remotes, NFC payments and even a ‘connected’ bottle of whisky.

FMCG brands should be taking note of what goes on here. All of the announcements point to growing connectivity between brands and shoppers, with the smartphone at the centre of this connected world. These innovations are set to make it even easier for customer engagement, and if brands don’t engage with shoppers then chances are someone else will.

For me, one of the most exciting announcements was Diageo’s Johnnie Walker Blue Label smart bottle. The prototype uses electronic sensors to relay where the bottle is in the supply chain, creating visibility and route to market efficiencies. The NFC technology in these sensors can tell if a bottle has been opened or not. As a result, Diageo can send information to customers who scan the bottle with their smartphones.

For instance, while it is in store Diageo can upload promotional offers, but then change this information to cocktail recipes when the bottle has been opened at home.