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.”
Discussion Questions: How would you rate the potential of in-store mobile promotions to motivate consumers to switch brands? How do you think mobile promotions will affect traditional in-store shopper marketing tactics such as end-cap displays, shippers, sampling, etc.?