Mobile promotions trump grocery & drugstore loyalty
Nearly 75% of consumers say they would switch brands if they were offered real-time mobile promotions, delivered to their smartphones, while shopping in the store aisles, according to a study of grocery and drugstore customers by AisleBuyer.
The study, entitled 'Mobile Shopping Survey Series, Part 2: CPG Shopping Behaviour', found that the least brand-conscious group of consumers comprises 25-34 year-old shoppers, with 82% saying they would be willing to switch brands if they received a mobile offer for a competing product while in the store.
The survey also found that 81% of smartphone owners go to grocery and drug stores prepared with a list of items to buy. Of this group, only 8% list specific brands to purchase. This suggests that a majority of shoppers are making brand decisions while they are in the store aisle, providing a unique opportunity for brands and retailers to influence pre-purchasing decisions via a customer's smartphone.
Other key findings from the survey included:
- 90% of 25-34 year-old smartphone owners expressed interest in receiving instant offers for the things they were already shopping for through a grocery or drug store-based mobile shopping app;
- When they are in a grocery or drug store aisle, smartphone owners' purchasing decisions are based on: price/everyday low value (76%); promotions/getting the most for their money (58%); coupon availability (51%); brand loyalty (38%); and generic or store brand availability (26%).
- New products from existing or emerging brands (22%).
"For years, brands have relied on traditional in-store shopper marketing tactics such as endcap displays, dump bins and sampling programmes to influence the purchase decisions that are being made in the store aisle. But today's shopper has become increasingly tech savvy, and brands need to adapt their age-old strategies to remain competitive in our new online world," concluded AisleBuyer CEO, Andrew Paradise. "Given that a majority of shoppers enter stores with only rough shopping lists, they are incredibly impressionable when they are in the aisle. As brand marketers look for new ways to feature their products when shoppers are considering the competition, they should look no further than something consumers already have in hand: their smartphones."
Sources: AisleBuyer / The Marketing Factbook.
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