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BizReport : Ecommerce archives : March 13, 2012

Survey: Smartphone shoppers will switch brands for savings

Call them fickle if you must, but mobile shoppers are calling themselves savvy. In a new report from AisleBuyer, researchers found three-quarters (75%) of smartphone shoppers would switch brands if offered a mobile, real-time offer while shopping.

by Kristina Knight

"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," said Andrew Paradise, AisleBuyer's CEO. "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."

The "Mobile Shopping Survey Series, Part II: CPG Shopping Behavior" finds mobile shoppers are increasingly looking for ways to save while in-store. Of those willing to switch brands if given a mobile offer in-store, 82% were in the 25-34 age group. Other interesting findings include:

• 81% shop with a shopping list in-hand
• 90% (25-34 year olds) are interested in receiving mobile offers while in-store
• 76% base purchasing decisions on price/value
• 58% base purchases on promotions
• 38% base purchases on brand loyalty

Read about Part I of the AisleBuyer mobile shopping survey, in which they found smartphone shoppers won't wait in line, here.

Tags: AisleBuyer, ecommerce trends, in-store ads, m:commerce trends, mobile deals, mobile marketing

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