Mobile Offers Beat Brand Loyalty for Smartphone Grocery, Drug Shoppers
by MarketingCharts staff
Only 38% of smartphone owners say their purchasing decisions are based on brand loyalty while they are in a grocery or drug store aisle, according to survey results released in March 2012 by AisleBuyer. This ranks behind other factors such as coupon availability (51%), promotions (58%), and price (76%). In fact, almost three-quarters of consumers say they would switch brands if offered real-time mobile promotions delivered to their smartphone while shopping in a store aisle.
Youth Most Interested in Mobile Offers
25-34-year-old shoppers are about 11% more likely than the average smartphone shopper to say they would switch brands if they received a mobile offer for a competing product (82% vs. 74%). They are also roughly 32% more likely to express interest in receiving instant offers for the things they were already shopping for through a grocery or drug store-based mobile shopping application (90% vs. 76%).
Many Want to Use Devices for Convenience
Shoppers may increasingly turn to their smartphones not only for competing offers, but also to make their shopping more convenient. According to survey results released in March 2012 by Savvy Marketing, as reported by Marketing Magazine, 55% of UK shoppers would like to replace all their loyalty cards with an app, while 44% said they would like to see smartphones used to help them track down items while in-store. And according to survey results released in February 2012 by AisleBuyer, 64% of smartphone-carrying shoppers are interested in scanning products in a store using their smartphone in order to get additional information, while 60% said they would use their device to pay during an in-store shopping trip if it meant they could avoid waiting in-line.
List-Making Widespread, but Brand Loyalty Nonexistent
Meanwhile, data from AisleBuyer’s survey results released in March indicate that 81% of smartphone shoppers go to grocery and drug stores prepared with a list of items to purchase. However, only 8% of this group say they list specific brands to purchase. This data is similar to January 2012 results from SymphonyIRI, which found that while 70% of consumers in Q4 2011 said they make a shopping list prior to going to the grocery store, only 16% listed specific brands to buy.
About the Data: The AisleBuyer data is based on a survey conducted by Zoomerang in February 2012, of 1,027 US in-store shoppers with smartphones. The Savvy Marketing survey was conducted by PCP Market Research among 998 UK shoppers.