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CPG Management., Media

Mobile Promotions Trump Brand Loyalty

According to a survey investigating the behavior of smartphone owners in grocery and drug stores, nearly 75 percent of consumers would switch brands if offered real-time mobile promotions delivered to their phones while shopping in a store aisle.

Of the least brand conscious group, 25 to 34 year-olds, 82 percent were willing to switch brands if they received a mobile offer for a competing product while in the store.

The survey of 1027 grocery and drug store shoppers with smartphones came from AisleBuyer, a provider of mobile self-checkout services. Other findings:

Eighty-one percent of respondents go to grocery and drug stores prepared with a list of items to buy, although only eight percent list specific brands to purchase;

Ninety-percent of 25-34 year-old smartphone owners expressed interest in receiving instant offers for the things they were already shopping for through a mobile shopping app;

When they are in a grocery or drug store aisle, the most important purchasing decision driver is price/everyday low value (noted by 76 percent of respondents); promotions/getting the most for their money (58 percent); coupon availability (51 percent); brand loyalty (38 percent); generic or store brand availability (26 percent); and new products from existing or emerging brands (22 percent).

AisleBuyer, not unsurprisingly, concludes that traditional in-store shopper marketing tactics such as end-cap displays, dump bins and sampling programs will have to be adapted for the new mobile shopper.

“Given that a majority of shoppers enter stores with only rough shopping lists, they are incredibly impressionable when they are in the aisle,” said Andrew Paradise, AisleBuyer’s CEO, in a statement. “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.”

Mobile Promotions Trump Brand Loyalty – AisleBuyer

via RetailWire Discussion: Mobile Promotions Trump Brand Loyalty.


About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.


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