STUDY FINDS THAT SAVING TIME AND MONEY ARE THE KEY TO MOBILE SHOPPER ADOPTION
Forget Social and Geo, 62 Percent of Respondents Just Want Digital Coupons
ST PETERSBURG, FLA. (April 14, 2014) — According to a new study published today by Catalina, what shoppers really want in a mobile commerce experience is very simple: to save time and money without any extra hassle. "Getting Smart About Today's Mobile Savvy Shopper," conducted in partnership with market research firm InsightsNow, is based on a nationwide survey that identified 1,000 smartphone owners who are the primary grocery shoppers within their households.
While early iterations of in-store mobile shopping apps had the potential to revolutionize retail, the next wave of shopper-first technology will accelerate adoption by providing content that is highly relevant to the shopper.
"In the past, mobile commerce simply took analog and digital content and put it on a smartphone. This approach didn't work, as shoppers wanted an experience that leveraged the power of mobile. Now that we're moving to 'Mobile 2.0,' CPG retailers need to deliver an application that can translate a shopper's preferences into relevant content that will enhance their experience by saving them time and money on items they actually want," said Todd Morris, EVP of corporate development and marketing, Catalina. "To achieve this, retailers and brands must combine feature-rich shopping applications with an understanding of shopper preferences, purchase history and more."
The results of this study demonstrate why retailers should act soon. Study data shows that two-thirds of primary household shoppers who own smartphones have already used their mobile devices on a shopping trip.
"The data shows that a growing base of shoppers is looking for new and better tools to save them time and money and help them make better purchasing decisions," said Keith Anderson, vice president and senior analyst of RetailNet Group's Digital Advisory practice. "Retailers and brands that focus on the features shoppers find most helpful will improve their experiences, unlocking the potential for driving more impulse purchases, bigger baskets and greater loyalty."
Results confirm that shoppers want an integrated application that makes them smarter, more efficient shoppers, and they decidedly do not want anything that complicates or extends the shopping trip. Coupons are core to this. More than half of respondents used 16 or more coupons in the previous six months, and 62 percent are extremely or very likely to use digital coupons in the future. But, respondents insist, mobile shopping apps shouldn't distract shoppers from their task. The number one reason mobile shoppers say they wouldn't want a specific feature in their shopping app is because "it seems time consuming."
Notable Survey Results
Savings and efficiency are the big motivators for using mobile shopping apps. According to mobile shoppers, today's most desired features are:
· Digital coupons
· Real-time coupons
· Shopping list reminders
· Ability to track spending
Despite the influence social sharing has on shopping decisions, respondents indicated that the least desired features overall are:
· Social media integration
· Receipt imagery
· Generic geo-location notifications
"Getting Smart About Today's Mobile Savvy Shopper" further illustrates the need for CPG retailers and brands to tap into the always-on, always-with-you, always-connected and impulse nature of the mobile device to build shopper loyalty. A free copy of the report is available for download at http://info.catalinamarketing.com/mobile-savvy-shopper/.
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Catalina's personalized digital media drives lift and loyalty for the world's leading CPG retailers and brands. Catalina personalizes the consumer's path to purchase through mobile, online and in-store networks powered by the largest shopper history database in the world. Catalina is based in St. Petersburg, FL, with operations in the United States, Europe and Japan. To learn more, please visit www.catalinamarketing.com or follow us on Twitter @catalina or @catalinamobile.