First Annapolis Publishes Retailer Mobile Payments and Marketing Study

May 2012

LINTHICUM, Md. (BUSINESS WIRE) – First Annapolis Consulting, Inc. is pleased to announce the release of its 2012 Top 100 Retailer Mobile Payments & Marketing Study, which provides an in-depth report on how leading U.S. retailers are leveraging the online and mobile channels to enable purchases and market to their customers. The study’s data-intensive approach offers a current view of retailer mobile practices and also provides First Annapolis’ unique perspective on the implications for mobile strategy development.

The study reveals that as of March 2012, 88% of the leading 100 retailers leverage mobile to enhance their interaction with consumers. Specific approaches utilized range from basic SMS interaction to more sophisticated wallets, with 15% of retailers experimenting with at least three different types of mobile technologies. General merchandise retailers and everyday spend categories have the highest penetration of mobile enablement, but only five of the nine gas/convenience merchants in the study have adopted mobile. Mobile promotional and marketing capabilities are becoming more common, with over half of retailers leveraging either internal approaches or third parties like Shopkick and Foursquare to provide incentives to consumers. More than half of retailers also enable the ability to shop and make purchases via mobile (either remotely or at the POS), and 29 major merchants have integrated a wallet or alternative payment into their mobile channel.

First Annapolis has synthesized nearly 150 data fields across 100 leading retailers, representing over 14,500 data points of unique information, into a 100+ page PowerPoint based study. The study reviews the online, mobile and in-store payment and marketing practices of top retailers. The 2012 Top 100 Retailer Mobile Payments & Marketing Study is authored by the First Annapolis Mobile Commerce & Alternative Payments team. Paul Grill, the Partner who leads this team is available for interview. For more information, visit the study webpage.

About First Annapolis

First Annapolis is a management consulting and M&A advisory firm focused on the financial services industry with a specific emphasis on payment-related products, services, and delivery. Clients include U.S. and international financial institutions, payment networks, mobile service providers, retailers, emerging payments providers, and government agencies. We offer a full range of services including strategy development, market & competitor assessments, financial analysis & business casing, strategic sourcing, plus specialized risk management and other payment industry specific services. First Annapolis also offers a suite of specialized M&A advisory services that complements our consulting practice.

First Annapolis Consulting, Inc.
Lindsey Bowers
Marketing Manager