Shopper Marketing and digital redemption

Digital is playing a bigger role in the shopper journey each year that passes. The physical retail still exists but the methods of driving consumers has vastly gone through changes in the last two decades. Consumers understand the convenience of saving money is literally right in their hands with their mobile devices. Brands and retailers that tap into this channel can quickly measure consumer engagement at several digital and offline touchpoints and run their omnichannel campaigns accordingly. Coupon redemption is instant and the “opt-in” opportunity to create a consumer to brand relationship is invaluable.

48% of U.S. companies use mobile coupons for marketing (source ReadyCloud)    

 

Promo Codes

Promo codes are also widely used in digital shopper promotions. Computer-generated codes consisting of letters or numbers allow the consumer to enter the code into the mobile web apps promo box to receive discounts, enter sweepstakes, and most importantly support the promotional marketing strategy of an agency or brand.

Mobile Research – Social Media Reviews – Consumer Decision

Going shopping has a different process in our new digital behavior. Studies show that consumers depend on their mobile device to assist in making the right decision whether shopping for groceries or bigger ticket retail items. No one wants to pay more and if they can pay less than the sticker price with a digital offer, even better.

The survey below from GfK was conducted in 35 countries by surveying 1,000 adults.

Other Survey Highlights

• More than one-third (36%) of respondents in the US now agree that their social networks have become as important as their other information sources for them to make the best product choices. That’s up from 27% last year, a relative growth of one-third year-over-year.
• Among those who last decided to shop in-store rather than online, the top reasons given for the decision were to see the product before buying it and to get the product sooner.
• Among those who chose to shop online the last time, though, there was one clear reason: saving money.
• Fewer than 1 in 4 shoppers in the US reported showrooming – the act of shopping in a store and then buying online. That figure is basically stable from last year.
• Some 17% of respondents use click and collect regularly, relatively unchanged from last year’s results (16%).
• About half (48%) of shoppers in the US can envision a future where traditional retail stores are not a big factor in how they shop, up from 37% last year.