The impact of mobile marketing on in-store visits: A case study of a retail chain in Lagos, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Mobile marketing has emerged as a critical tool for retailers seeking to enhance consumer engagement and drive in-store visits. In Lagos, where digital adoption is rapidly increasing, retail chains are leveraging mobile platforms to offer location-based promotions and personalized notifications that encourage physical store patronage (Adekunle, 2023). This study examines how mobile marketing strategies—such as push notifications, mobile ads, and geo-targeted offers—affect consumer behavior and bridge the gap between online engagement and offline purchases. The interplay between technological innovations and consumer preferences is particularly significant in urban Nigerian markets where mobile penetration is high and competitive retail environments demand innovative approaches (Ibrahim, 2024). Furthermore, the evolution of smartphone capabilities and the integration of augmented reality in mobile apps present additional opportunities for creating immersive shopping experiences. Prior studies have largely focused on online metrics; however, there remains a need to evaluate how these digital interactions translate into tangible in-store foot traffic (Ogunleye, 2023). This research integrates theories from consumer behavior and digital marketing to understand the effectiveness of mobile marketing tools. It also considers socio-economic factors and the rapid pace of technological change in Nigeria. By analyzing consumer data and retailer performance metrics, this study aims to provide evidence-based insights for marketing managers seeking to optimize their campaigns in a digital era (Bello, 2024). The findings will contribute to academic discourse and offer practical recommendations for retail practitioners aiming to maximize the return on mobile marketing investments.
Statement of the problem
Despite significant investments in mobile marketing, retail chains in Lagos face challenges in converting online interactions into actual store visits. Many campaigns show high engagement rates on mobile platforms; however, the direct impact on foot traffic remains inconclusive (Adebayo, 2023). Retailers struggle with aligning digital metrics with physical sales outcomes, partly due to fragmented consumer data and inconsistent campaign strategies. There is also a lack of empirical research that specifically correlates mobile marketing efforts with in-store behaviors in the Nigerian context (Okoro, 2024). This gap in understanding hampers the ability of marketers to optimize promotional strategies and allocate budgets effectively. The research problem therefore centers on identifying the critical factors within mobile marketing that drive in-store visits and addressing the disconnect between digital engagement and physical retail performance.
Objectives of the study:
To evaluate the influence of mobile marketing on driving in-store visits.
To identify the key factors that enhance mobile-to-store conversion.
To propose actionable recommendations for retail marketing strategies.
Research questions:
How does mobile marketing influence consumer decisions to visit stores?
What are the key mobile marketing elements that drive physical foot traffic?
How can retailers optimize their campaigns to improve in-store visits?
Significance of the study
This study provides critical insights for retail managers and marketers by elucidating the impact of mobile marketing on in-store visits. Its findings will bridge the current knowledge gap between digital engagement and offline sales, offering data-driven recommendations to optimize marketing campaigns. The research also contributes to academic literature by integrating digital marketing theories with consumer behavior analysis, thereby enhancing strategic decision-making in emerging markets. Overall, the study holds significance for improving retail performance and advancing the practical application of mobile marketing strategies.
Scope and limitations of the study:
This study is limited to examining mobile marketing strategies and their impact on in-store visits within a specific retail chain in Lagos, Nigeria. It does not encompass other marketing channels or geographic locations.
Definitions of terms:
Mobile Marketing: Strategies that use mobile devices to communicate promotional messages.
In-store Visits: Physical presence of consumers in a retail location.
Geo-targeting: The practice of delivering content based on a user's geographic location.
Related Project Materials
THE IMPACT OF HUMAN RESOURCE PLANNING ON PRODUCTIVITY OF ORGANIZATIONS
Abstract
This research is designed to cover Human Resources Planning in relation to productivity of organizations. As a Human Resource Ma...
An Investigation of How Financial Mismanagement Affects Business Failures in Kaduna State
Background of the Study
Financial mismanagement is one of the leading causes of business failure, particularly in developing regions like...
The Challenges in Conducting Audits in Conflict Zones: A Case Study of Dikwa Local Government Area
Background of the Study
Conflict zones present unique challenges for the implementation of auditing practices, particula...
NEGOTIATION SKILLS AS A TOOL FOR ENHANCING TIMELY DELIVERY OF MATERIAL (A CASE STUDY OF NOCACO)
Abstract
This project was carried out on negotiation skills as a tool for enhancing timely delivery of material in Nocac...
ASSESSMENT OF PERCEPTION OF USE OF INFORMATION COMMUNICATION TECHNOLOGY AMONG AGRICULTURAL EXTENSION AGENTS IN NIGERIA
ABSTRACT
The research study was carried out to assess the perception of the use of Information Communication Technology (ICT) among agric...
The Effect of Digital Communication on Nigerian Semantic Networks: A Comparative Study of Facebook and Twitter
Background of the study
Semantic networks, representing the interconnections between words and meanings,...
IMPORTANCE OF HUMAN RESOEURCES MANAGEMENT IN PROMOTING EMPLOYEES PERFORMANCE
ABSTRACT
The study was focused on the importance of human resources management in employee performance...
The Impact of Rising Temperatures on Respiratory Diseases Among Elderly Residents of Kebbi State
Background of the Study
Rising temperatures due to climate change are a significant...
INTEGRATION OF BIOPHILIC DESIGN PRINCIPLES IN DRUG REHABILITATION CENTRES IN KANO, NIGERIA
ABSTRACT
Biophilic architecture is based on the assertion that humans have an innate connection with nature that should be expressed in t...
The effect of Western-style education on indigenous apprenticeship systems in Isoko South Local Government, Delta State
Background of the study
The rapid expansion of Western-style education in contemporary societies has precipitated signific...
