According to a March 2012 AisleBuyer study on consumer behavior in grocery and drug stores, “nearly 75 percent of consumers would switch brands if offered real-time mobile promotions delivered to their smartphones while shopping in a store aisle.” With price and promotions ranking highest on purchase influences, it is no surprise that real-time mobile promotions greatly impact which brand is ultimately purchased.
Among age demographics, 25-34 years olds were the most likely to switch brands as a result of an in-store mobile promotion (82%). Twenty and thirtysomethings are also receptive to receiving promotions through a mobile shopping app, with the study finding that “90% 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.”
The study is the second in a three-part series on mobile shopping conducted and published by AisleBuyer. Their CEO Andrew Paradise encourages grocery and drug stores and brands to make use of mobile technology to promote their products while consumers are in store. “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,” stated Paradise. A consumer’s smart phone is a billboard in their pocket, and studies like this reveal how excited consumers are to receive location-based mobile promotions like those offered by Cellit.