Report: Mobile promotions trump brand loyalty for consumers shopping in grocery, drug stores

March 12, 2012

The "Mobile Shopping Survey Series, Part 2: CPG Shopping Behavior" – the second in a three-part series on smartphone owners' in-store experiences sponsored by AisleBuyer – was unveiled today, revealing the shopping behaviors of smartphone owners in grocery and drug stores. The survey found that nearly 75 percent of consumers would switch brands if offered real-time mobile promotions delivered to their smartphones while shopping. The least brand conscious group consists of 25-34 year-old shoppers, with 82 percent willing to switch brands if they received a mobile offer for a competing product while in the store.

The survey also found that 81 percent of smartphone owners go to grocery and drug stores prepared with a list of items to buy. Of this group, only 8 percent list specific brands to purchase. This indicates that a large 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 include:

90 percent 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 percent)
  • Promotions/getting the most for their money (58 percent)
  • Coupon availability (51 percent)
  • Brand loyalty (38 percent)
  • Generic or store brand availability (26 percent)
  • New products from existing or emerging brands (22 percent)

Topics: Consumer Behavior , Marketing , Mobile Retail

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