Mobile Shopper Marketing in Food and Grocery: The Shopper Perspective

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Mobile Shopper Marketing in Food and Grocery: The Shopper Perspective

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While shopper marketing traditionally focuses on marketing in the retail environment, opportunities are not necessarily constrained to the store. Consumers often enter into the shopper mind-set before they enter the supermarket, and increasingly decide what to buy when at home or on-the-go.

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.

Aimed at FMCGs, retailers and agencies, the report will help you 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.