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When it comes to shopping at grocery and drug stores, mobile promotions held in higher regard over brand loyalty

BOSTON — Nearly 75% of smartphone-owning consumers would switch brands if they were offered real-time mobile promotions delivered to their smartphones while shopping in a grocery or drug store aisle, according to a new survey.

“Mobile Shopping Survey Series, Part 2: CPG Shopping Behavior,” the second in a three-part survey series from AisleBuyer, found that while nearly three-quarters of shoppers would make a brand switch, the least brand-conscious demographic were those ages 25 to 34 years, with 82% willing to switch brands if they received a mobile offer for a competing product while in the store. Additionally, 90% of shoppers in this demographic expressed interest in receiving instant offers for the things they already were shopping for through a grocery or drug store-based mobile shopping application.

AisleBuyer also found that purchase decisions made by smartphone-touting shoppers are influenced by such factors as price/everyday low value (76%); promotions/getting the most for their money (58%); coupon availability (51%); brand loyalty (38%); generic or store-brand availability (26%); and 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 programs 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,” AisleBuyer CEO Andrew Paradise said. “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.”

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