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    How to Connect With Mobile Shoppers

    National study uncovers new digital retail strategies.

    By Rodney Mason, Blackhawk Engagement Solutions

    Every day, more shoppers are morphing into mobile shoppers. That’s why we commissioned a national study of 2,608 respondents reflective of the U.S. population to uncover shopping behavior trends. We found insights for mapping go-to-market mobile strategies and considerations for convenience stores.

    Your customers are always on the move and seeking convenience, value and connectivity on their smartphones. They’re looking for faster, easier and more targeted deals that respond to their shopping styles. They’re harnessing connected technologies to simplify and optimize their shopping paths.

    With all this activity, how can you make sure your path crosses theirs?

    By charting where your customers are now and where they’re going — the ways they shop, filter, pay and save on the devices they use, what influences them along the multiple paths to purchase, and the many ways those paths can be disrupted — you can uncover dynamic messaging streams and opportunities for product and promotional offers that can help sell more in the convenience retail category.

    Gone are the days when your main worry was keeping up with your competitors. Today, the key to winning at retail is keeping up with your customers.

    By anticipating where your customers are looking and going, you can position your business directly in front of your underserved customers — and ahead of your competition.

    Price Messages Are Top Drivers

    Across all retail categories, price is the most important message to drive traffic.

    Providing price messaging is extremely important because we found that 96 percent of shoppers are “more” or “as sensitive” to price as they were last year, and 86 percent believe their shopping power has not improved or has decreased. 

    One smart price differentiating option: Rebates drive more value, and 68 percent of shoppers find rebates attractive. Consumers prefer a $15 rebate to a $7 instant discount on grocery purchases and items.

    And, thanks to the rebate redemption model, both offers have a similar promotional cost. However, deeper discounts via rebates attract more consumer interest, and the rebate reward can drive traffic back to the store, too.

    Be Mobile Friendly & Engaging

    Today’s consumers are using their mobile devices to save and shop more effectively. It’s easier than ever to give customers the opportunity to snap a URL to opt-in for offers, savings and ongoing, value-based communications. 

    Additionally, our study finds 63 percent of shoppers would accept an in-store beacon strategy that upsells and provides added value. And 59 percent would consider allowing retailers to know where they are in-store for exclusive values and savings.

    Our shopper data also shows that when it comes to payments, consumers are ready to pay with their phones; they are simply waiting on the industry to catch up. We found that 54 percent of shoppers would use a mobile wallet over traditional wallet if it were accepted everywhere.

    Thirty-four percent already have mobile wallet apps, and 20 percent would stop carrying a traditional wallet if mobile payments and IDs were accepted everywhere.

    By Rodney Mason, Blackhawk Engagement Solutions
    • About Rodney Mason Rodney Mason is global vice president, marketing at Blackhawk Engagement Solutions. He leads the development of thought leadership and strategic insights. Plus, he oversees corporate and client marketing initiatives, including the global, in-house, full-service creative agency. For more information on Blackhawk Engagement Solutions, visit www.bhengagement.com.

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