Mandarin Oriental highlights mobile marketing prowess – Luxury Daily – Mobile
NEW YORK – The key to mobile is to communicate directly with consumers through mobile sites, applications and search engine optimization, according to a Mandarin Oriental executive at the Luxury Interactive conference.
Mandarin Oriental laid out its entire digital strategy from the past few years to explain how varying the types of mobile marketing enables the chain to engage with consumers. The brand exercised many mobile touch points to communicate while still maintaining a consistent theme throughout its mobile offerings.
“Our first priority was asking what the customer was looking for,” said Christoph Oberli, New York-based vice president of ecommerce at Mandarin Oriental. “The problem is that the mobile device is always changing.
“Something new is always coming, but the mobile strategy needs to be consistent across all platforms and outlets,” he said. “It always has to be benefitting the brand.”
Mandarin Oriental has seen much success from its mobile site, launched in January 2010.
The mobile site is more of a transaction tool than an engagement mechanism, per Mr. Oberli.