Mobile Shopper Marketing
Report description
Mobile phones can help facilitate a greater number of touch points with the consumer in shopper mode, extending beyond the store environment. Mobile shopper marketing enables marketers to connect directly with the consumer as a shopper before, during and after their visit to the store.
With the recent explosion in smartphones and other internet connected mobile devices, brands, manufacturers and retailers are now seeking to exploit the opportunities mobile marketing and m-commerce offer for food and grocery.
This report offers the most up to date and authoritative analysis of mobile shopper marketing, presenting detailed insight into shoppers’ awareness, usage and appeal of different mobile marketing and m-commerce initiatives, their views on barriers to adoption and broader analysis of key trends and opportunities in the market.
You need this report to:
- Learn about mobile shopper marketing and the use of smartphones in targeting food, drink & grocery shoppers along their path to purchase.
- Analyse underlying drivers of growth including changes in smartphone penetration, launch of new initiatives and changing shopper attitudes towards the use of mobile technology.
- Determine awareness, usage and appeal of different mobile shopper marketing initiatives among food, drink and grocery shoppers; and identify where opportunities for growth lie for your business.
- Gain a deep understanding of the shopper perspective of mobile shopper marketing initiatives including: mobile coupons and offers, loyalty point schemes, mobile shopping lists and baskets and enhanced product information.
- Uncover the shopper perspective on key issues surrounding adoption of mobile shopper marketing initiatives including; the contrast between push and pull marketing, use of location based targeting, disclosure of personal information and shopping habits, usage and accessibility of technology.
- Identify shopper attitudes towards barriers to adoption, different forms of incentive and the extent to which they might drive increased usage among shoppers.
- Consider the contrasting roles of different stakeholders in delivering mobile shopper marketing initiatives, ranging from retailers and manufacturers to social media networks, smartphone application developers and third party aggregators.
Methodologies
Utilising a broad range of research methodologies, the report delivers a unique 360-degree perspective of the ‘digital shopper marketing’ landscape.
Sources of primary data include a survey of 1,500 main shoppers and focus group interviews. Secondary desk research includes government statistics, company and broker reports, news articles, trade and academic journals and in-house proprietary databases.
Table of contents
Key findings and executive summaryAn introduction to mobile shopper marketing
· What is mobile marketing, m-commerce and mobile shopper marketing?
· What are the benefits of mobile shopper marketing in food and grocery?
· Why is mobile marketing particularly important for digital shopper marketing in food and grocery?
What does mobile shopper marketing look like in food and grocery?
· What are the different types of mobile shopper marketing initiatives?
· What are the different methods of reaching shoppers with mobile shopper marketing?
· Who are the different platforms and providers of content in mobile shopper marketing, and what role do they play?
· Which types of mobile digital media do they use?
Examples of mobile shopper marketing in food and grocery
· Mobile shopper marketing using smartphone applications and websites
· Mobile shopper marketing using text messaging and e-mail
What are the emerging technologies shaping mobile shopper marketing?
· Location based services and barcode scanning
· Social media and m-commerce
The macro environment: drivers and trends in mobile shopper marketing
· How many grocery shoppers own a mobile phone or smartphone?
· How is this changing over time? How does this breakdown by demographic?
· How does this breakdown by retailer?
· What do grocery shoppers use their mobile phones for?
· How many grocery shoppers use mobile internet?
· How many grocery shoppers are using their mobile phone for shopping related activities?
· How does this breakdown by demographic?
· How does this breakdown by retailer?
What is the outlook and forecast for mobile shopper marketing?
· Why is winning over the baby boomers key to success?
· Where will mobile shopper marketing take-up be in five years?
The shopper perspective on mobile shopper marketing initiatives at a glance
· Which mobile shopper marketing initiatives are grocery shoppers aware of?
· What mobile shopper marketing initiatives do grocery shoppers currently use?
· Which mobile shopper marketing initiatives appeal to grocery shoppers the most?
· How many grocery shoppers find the use of mobile devices in food and grocery appealing?
· What impact does smartphone ownership have on the shopper perspective?
· What is the demographic profile of shoppers who do not like the idea of using mobile devices in relation to food and grocery?
· What do shoppers think are the major barriers to the use of mobile devices in shopper marketing?
· Which initiatives are likely to persuade shoppers and overcome these barriers?
· Which aspects of mobile shopper marketing initiatives are most important to shoppers?
· How important is relevance of mobile shopper marketing to grocery shoppers?
· How important are financial incentives for mobile shopper marketing and grocery shoppers?
· How important in pull rather than push delivery to grocery shoppers?
· How much of an issue is disclosure of personal information among grocery shoppers?
· How important is location based delivery to grocery shoppers?
· What types of incentives are likely to encourage grocery shoppers to engage in mobile shopper marketing?
· Which type of mobile shopper marketing initiatives would shoppers be happy to receive directly from brand manufacturers?
The shopper perspective on mobile shopper marketing initiatives in detail
An introduction to mobile coupons and offers
· What are mobile coupons?
· What are the different types of mobile coupons, and which are being used in practice?
· What are the benefits of mobile coupons?
· What are the key trends and issues facing mobile coupons?
The shopper perspective on mobile coupons and offers
· What proportion of grocery shoppers would be interested in receiving mobile coupons and offers?
· How important is relevance to grocery shoppers?
· How do shoppers feel about disclosing their personal information?
· How does this vary by demographic and retailer?
· Do grocery shoppers prefer push or pull delivery of mobile coupons and offers?
· Do grocery shoppers want location based delivery of mobile coupons?
· What is the difference between macro location and micro location?
· When would grocery shoppers prefer to receive mobile coupons?
· Who would grocery shoppers trust to receive mobile coupons from?
· What do grocery shoppers think about receiving mobile coupons directly from brands?
· What do grocery shoppers think about finding mobile coupons on social networks?
· Do grocery shoppers prefer web delivered digital coupons or mobile digital coupons?
· What are the most important features of mobile digital coupons among grocery shoppers?
An introduction to mobile loyalty point schemes
· What are mobile loyalty point schemes?
· What are the different types of mobile loyalty point schemes, and which are being used in practice?
· What are the benefits of mobile loyalty point schemes?
· What are the key barriers facing take-up of mobile loyalty point schemes?
The shopper perspective on mobile loyalty point schemes
· What proportion of grocery shoppers would be interested in replacing their loyalty card with a smartphone app?
· What proportion of grocery shoppers use their mobile phone to check their loyalty points balance?
· What proportion of grocery shoppers would be interested in being able to check their loyalty point balance with their mobile phone?
· What proportion of grocery shoppers would be interested in earning additional loyalty points by using their mobile phone in-store?
An introduction to mobile shopping lists and baskets
· What are mobile shopping lists?
· What are the different types of mobile shopping lists, and which are being used in practice?
· What are the benefits of mobile shopping lists?
· What are the key issues and trends driving the take-up of mobile shopping lists?
The shopper perspective on mobile shopping lists and baskets
· What proportion of grocery shoppers are interested in digital shopping lists using their mobile?
· What kinds of opportunities exist for marketing to these grocery shoppers?
· What proportion of grocery shoppers are interested using their mobile phone to scan items and add them to a digital list?
· How do grocery shoppers feel about being able to scan items directly to their online shopping basket?
· What proportion of grocery shoppers are interested in using their mobile phone to do their online grocery shopping?
· What do shoppers think are good ideas for improving digital shopping list initiatives?
· Who are the best placed to deliver digital shopping list initiatives directly to grocery shoppers?
An introduction to the use of mobile devices for delivering enhanced product information
· What are the different types of enhanced product information that can be delivered to grocery shoppers using mobile devices?
· What are the benefits of enhanced digital product information?
The shopper perspective on mobile product information
· What proportion of grocery shoppers are interested in web price comparison?
· What proportion of grocery shoppers are interested in price comparison using their mobile on-the-go?
· What do grocery shoppers think about the idea of price comparison in food and grocery?
· What proportion of grocery shoppers are interested in recipe and meal suggestions?
· When would grocery shoppers prefer to receive recipe and meal suggestions?
· What proportion of grocery shoppers are interested in using their mobile to find additional nutritional information?
· What proportion of grocery shoppers are interested in receiving personalised health recommendations on their mobile?
· How do grocery shoppers feel about web ratings and reviews in food and grocery?
An introduction to the use of mobile devices for enhancing the shopper’s experience
· What are the different types of initiatives?
· How do shoppers feel about the opportunity to use mobile devices to improve their shopping experience?
Methodology
· Quantitative research - survey
· Qualitative research – focus groups
Glossary
The just-drinks office is currently: Closed
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The office is closed during weekends.
Current time at just-drinks headquarters: 4:57am (Sunday, 19 May 2013)
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