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Focus on the phone

Produce Retailer – How does the average shopper experience your brand on her phone? That question should be a guide for your marketing efforts in the coming years. According to a new report by retail consulting firm BRP, 41% of consumers plan to increase how often they shop on their phone or tablet within two years. The report is based on a survey about shopping habits overall — not grocery shopping habits alone — but the findings are still relevant.

After all, the plethora of fast food options has certainly influenced what kind of products shoppers demand in grocery stores, leading to tremendous growth in fresh-cut and prepared foods sections, and the popularity of e-commerce in non-food retail sectors like clothing, books and electronics has prompted the rapid rise of grocery pickup and delivery services. We know shoppers are looking for convenience, and the BRP report indicates that for many people convenience is not just important but a make-or-break factor.

The firm found that 67% will choose a store based on the availability of mobile coupons and 64% will choose a store based on product information availability via a mobile device. BRP found that many retailers are already working to realize the opportunities those preferences present.

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Gap, Chipotle and Sephora test Ibotta’s new rewards-based payment tool

Retail Dive – Younger consumers are leading the way with the adoption of mobile payments, according to a survey by Origin, Hill Holliday’s independent research arm. Twenty-two percent of survey respondents under 40 said they use mobile payments daily, while 45% of people over 40 said they’ve never used mobile payments. The most popular payment apps on mobile devices in the U.S. are for person-to-person (P2P) transactions, eMarketer found. It estimated that P2P adoption of apps like Venmo will grow to 96 million users, or 40% of all mobile phone users, this year from 82.5 million in 2018.

Smartphones have become a key part of the shopping journey for many U.S. consumers, with 34% saying they use their phone to compare prices while in store and 28% looking for coupons, according to consulting firm BRP. About two-thirds (67%) of surveyed consumers in the U.S. said they’re likely to shop at a retailer that offers mobile coupons over one that doesn’t, the company said. Ibotta’s new feature aligns with these trends by streamlining mobile payments, couponing and rewards into a single app function.

Read Full Article: Gap, Chipotle and Sephora test Ibotta’s new rewards-based payment tool

Mobile coupons drive customer loyalty

Retail Dive – As retailers compete for customers both online and in-stores, BRP’s report highlights the importance of building a mobile presence in tandem with a physical one, rather as separate endeavors. “A retailer’s mobile capabilities can be a major driver for where a consumer chooses to shop,” Marty Whitmore, senior vice president and practice lead at BRP, said in a statement. “With 67% of consumers choosing a store based on the availability of mobile coupons and 64% choosing a store based on product information availability via a mobile device, these are essential mobile capabilities for retailers.”

The success of a mobile-meets-store experience relies on providing customers the information they want without taking too much of their information in exchange for the convenience. The plans retailers shared with BRP to offer identification by WiFi, beacons and other technology to identify customers don’t yet match customer willingness to be identified by such measures. “Even with the best technologies to identify consumers, retailers need to convince consumers to opt-in to customer identification,” BRP noted. “They need to make it ‘valuable’ enough for customers to want to be recognized.”

Read Full Article: Mobile coupons drive customer loyalty