New research has revealed how grocery retailers are trusted the most by shoppers (68%) to deliver digital marketing campaigns direct to their mobile devices.
An impressive 64% of shoppers admitted to finding the idea of receiving targeted coupons to their smartphones appealing, according to the report by retail and shopper marketing agency, Savvy Marketing.
The research, involving 1,000 UK shoppers, takes a detailed look at their expectations of technology and functionalities that they’re looking for retailers and brands to provide moving forwards.
The study by Savvy Marketing shows how supermarkets are trusted the most by UK shoppers to deliver web-based marketing campaigns direct to mobiles.
Loyalty card providers came in second place with 58% prefering this option.
However, just 32% of shoppers trusted brands to carry out such types of campaigns.
Interestingly, 24% of shoppers said that they wouldn’t trust any of the groups specified to deliver digital campaigns.
"Our research looks deeper into shoppers’ expectations of technology and functionalities that they’re looking for retailers and brands to provide moving forwards,” said Alastair Lockhart, insight director at Savvy Marketing.
As mobile devices have become more powerful, shoppers are increasingly looking to them to carry out a much wider range of tasks.
"Retailers, who are the closest to the shopper, need to facilitate and lead this fundamental change," he said.
Brands also need to up their game, it appears.
"We see them taking more of a partnership role with these types of initiatives in conjunction with retailers – rather than expecting shoppers to download numerous apps for each brand owner, making it unnecessarily complex."
© 2014 - European Supermarket Magazine
