July 12, 2006
Shopping by Phone, on the Move
The New York Times reports that "Condé Nast's Lucky Magazine will offer readers of its September issue a chance to send text messages from their mobile phones to buy merchandise from 18 marketers and retailers, which include Avon, Liz Claiborne, Estée Lauder, L'Oréal, Target and Unilever.
The "Live Buy It" program is another sign of how ardently mainstream advertisers and media companies are pursuing the concept of mobile marketing".
Here is how the PayPal Text2Buy service is meant to work:
"Cellphone users log on to paypal.com/mobile to create an account or activate their existing PayPal accounts for mobile commerce. Each product taking part in the promotion will be identified on an ad page with a number and a one-word code like "angel," "crewneck" or "mark."
The cellphone user sends a text message with the code word to the number. An automated call asks for a personal identification number and confirms the order; a receipt is sent in an e-mail message. The product is shipped to the cellphone user."
Related:
-- Taking Pictures of Magazine Ads - Jane magazine is offering giveways to readers who use their cellphones to photograph ads, in a promotion called Jane Talks Back
-- Product lets you call on advertisers - Mobot's technology which enables cameraphone users to respond to magazine ads and special offers, has forged new marketing deals with three magazines: ElleGirl, Vibe, and Vibe Vixen.
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