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:
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."
What's the likelihood that mobile promotions will dramatically change the in-store purchasing decision process?