Grocery shoppers want digital coupons before entering a store
Just 8% of grocery shoppers surveyed by Evolution Insights say they want to receive offers and promotions via location-based services while browsing the aisles – somewhat lower than one might think.
“The rise of GPS enabled smartphones brings opportunities to target shoppers with marketing based upon their actual location,” said James Johnson, lead analyst at Evolution Insights.
“But do grocery shoppers really want to be interrupted with the latest coupons and deals on their mobile when they walk past or enter the supermarket?”
Apparently not.
The majority of grocery shoppers surveyed (51%) preferred to receive coupons and offers via mobile before they reach the store.
This most probably has much to do with the planning that goes in to most people’s grocery shopping trips. Receiving digital coupons prior to a trip allows for the re-shuffling of shopping lists and menus to incorporate discounted items. By the time a consumer is standing in the aisles it seems a coupon may be too late to be of interest.