Private label products have encroached end caps from Wegmans to Whole Foods and now new research by AisleBuyer suggest that younger consumers are willing to switch brands as fast as a glimpse of the phone.
The research found that “nearly 75 percent of consumers would switch brands if offered real-time mobile promotions delivered to their smartphones while shopping in a store aisle. The least brand conscious group consists of 25-34 year-old shoppers, with 82 percent willing to switch brands if they received a mobile offer for a competing product while in the store.” Here are some other key findings:
--81 percent of smartphone owners go to grocery and drug stores prepared with a list of items to buy. Of this group, only 8 percent list specific brands to purchase.
-- 90% of 25-34 year-old smartphone owners expressed interest in receiving instant offers for the things they were already shopping for through a grocery or drug store-based mobile shopping app
-- When they are in a grocery or drug store aisle, smartphone owners' purchasing decisions are based on: -- Price/everyday low value (76%)
-- Promotions/getting the most for their money (58%)
-- Coupon availability (51%)
-- Brand loyalty (38%)
-- Generic or store brand availability (26%)
-- New products from existing or emerging brands (22%)
Mobile phone and in-particularly “smart phones” can and will provide food retailers equilibrium the private label vs CPG brand shelf space battle.
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