Black Friday is just days away and some brands have used mobile marketing to promote their newest clothing lines.

H&M is using mobile to alert smartphone-savvy fashionistas about the newest pieces from the upcoming Versace collection; and with (GPS positioning) they’re alerting customers who are close to a store.

In addition to placing mobile banner ads within Pandora, H&M used a GPS location-based campaign to alert customers that they were close to an H&M, and the new Versace line was in.

“Special offers and announcements can be targeted at consumers who, by their actual real-time location, are far more likely to act upon that message, visit a store and convert a purchase,” he added.

These H&M mobile ads also let consumers opt-in to company newsletters, making it easy to build a base to re-market in the future. This campaign is a great example of how mobile can be used connect with specified consumer groups unlike any other channel. Mr. Kerr adds the in-house benefits of growing your mobile commerce-

“As long as a retailer has online sales capability, they should actually make more margin by selling products through mobile commerce, since items do not have to be stocked and, as such, inventory problems are sidestepped,” Mr. Kerr said.

Mobile is still a media channel that hasn’t been entirely figured out; H&M gives a good example of appearing in front of potential customers through different routes, whether it be a Pandora banner, a location-based push notification, or mobile newsletter.