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mPoria/Second Act Mobile Case Study

Posted on 1.28.2008
While mobile projections continue to soar, there are many that are not believers yet - I consider myself one of them. But when you get review a case study from mobile luminaries like mPoria on how well it worked for at least one company, it's easy to see how it could change the mind of many.

Second Act, an Internet retailer of electronics products, was looking for an edge up on the competition (sound familiar?). “The typical Second Act customer is looking for the best deal and they’ll use any resource available to find it. This means their cell phone, computer, or PDA,” said Second Act COO Mark Redetzke. “Our consumers use the Internet frequently for product and price research, and a lot of the time, they will even drive store-to-store to compare prices. This makes it all the more important for Second Act to be accessible to these consumers no matter where and how our customers are shopping.”

Enter mPoria. To date, there are more than 250 million wireless subscribers in the U.S. alone, with nearly 40 million accessing the mobile web on a regular basis. This presents a significant sales and marketing opportunity not only for Second Act, but for millions of other merchants nationwide. Second Act signed up to use mPoria’s GoMobile! service – an m‐commerce solution that enables merchants to build, customize and monitor an entire mobile shopping site from a web‐based interface. Using GoMobile!, Second Act launched its own mobile shopping site in less than 2 days. Redetzke continued, “Site set‐up was simple, cost‐effective, and required zero in‐house development expertise, making this literally a no‐brainer investment.

The results? Second promoted their new mobile store in a holiday marketing campaign (email) offering mobile shoppers rebates on merchandise purchased through the mobile site. The company also implemented a banner creative on the homepage of their e‐commerce site which included details about their m‐commerce site and the promotion. In the short 5‐week period Second Act ran their holiday campaign the company generated approximately 100 orders at an average order size of $1,350. More importantly, extrapolating out revenue to twelve months Second Act is on pace to generate approximately $1 million a year in sales. “Expanding to the mobile channel was one of the best moves we’ve made for our business,” reports Redetzke. “Within our overall marketing mix, m‐commerce has proven to be one of the most efficient channels coming in well below 5% cost as a percentage of revenue.”
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