iNSIGHT: Development of a holistic mobile commerce proposition.

Red Ninja Ltd has partnered with Liverpool One city centre shopping centre (owned by the Grosvenor Group) to kick-start the project iNSIGHT which aims to develop a holistic mobile commerce proposition. We recognise that consumers are increasingly using their mobile devices to bridge the online and offline worlds. Shoppers are using smartphones and tablets to look up product information, run price comparisons and make online purchases while using the bricks and mortar retailers as showrooms. Mobile commerce services provide the potential of mixing the virtual with the physical but to date have focused just on an individual retailer or the actual transactional experience. They should however support the entire door-to-door consumer experience. Phase 1 of iNSIGHT will research/assess the feasibility of a holistic mobile commerce proposition that will deliver a compelling consumer journey for Liverpool One’s city centre consumers including planning (the process of gathering information), outward travel (the process of getting to the destination), in-store (the experience of in-store or on the high street), transacting (the exchange of value), post transaction (the opportunity to up sell and cross sell) and return travel (the return trip) through their mobile device. Phase 1 will also see an initial trial of the proposed technology-enabled solution of which the findings will form the foundation of the Phase 2 implementation phase.