SOURCE: HelloWorld

HelloWorld

June 21, 2017 09:00 ET

HelloWorld: New Report Reveals Digital Promotions and Loyalty Tactics Are Thriving Among Consumer Packaged Goods Shoppers, With Room For Expansion

Consumer CPG Research Demonstrates the Growing Influence Mobile and Technology Play in In-Store Decision Making, With Consumers Favoring Loyalty, Digital Offers, and Guaranteed Rewards

SOUTHFIELD, MI--(Marketwired - Jun 21, 2017) - HelloWorld, a digital marketing solutions company working with the world's leading brands across retail, restaurant, and CPG verticals to create meaningful brand-consumer interactions, today announced the results of its latest data report, "Maximizing Engagement to Motivate In-Store Purchase: 2017 Shopper Research on In-store & Digital Engagement."

The report, which looks at shopper behaviors and motivators through the lens of mobile, promotions, and technology, reveals that digital channels are playing an influential role within the consumer packaged goods and retail ecosystem, with a growing percentage of consumers turning to apps, SMS, and digital loyalty programs in store.

The research validates the fact that digital engagement continues to grow as a valuable and necessary component of a CPG brand's shopper marketing strategy, connecting consumers to their favorite brands at all phases of the consumer journey and influencing purchase decisions in the store. In-store mobile engagement is particularly on the rise, with 45% of consumers favoring promotional offers shared via text and 57% citing they are likely to download a mobile app to earn loyalty rewards.

The report also reveals key motivators around how shoppers engage with products in-store -- and what elements of presentation and promotion encourage purchases. It states that package messaging is often a decision-making asset, with 75% of shoppers more likely to purchase a product if its package features a coupon. Similarly, 33% are more likely to purchase a product when the package offers a chance to earn loyalty points, and 28% are more likely to purchase when the package features a chance to win a prize.

HelloWorld's findings indicate that digital engagement or incentives with a brand are often key factors when deciding between competitor products. 67% of shoppers would take advantage of a guaranteed reward or gift with purchase while in-store, while 58% would make a purchase to earn loyalty points. Research also shows that 32% of shoppers would respond to softer rewards, such as chances to win, exclusive content, product information, or a charitable donation.

"To provide value to the modern shopper, it is imperative that CPG brands and their retail partners activate digital and mobile strategies that forge impactful relationships and entice engagement," said Peter DeNunzio, CEO of HelloWorld. "This report arms brands with the actionable insight into consumer behaviors to not only inspire meaningful interactions, but also enhance the in-store customer experience, which remains a crucial channel for engagement."

Highlights of Maximizing Engagement to Motivate In-Store Purchase: 2017 Shopper Research on In-Store & Digital Engagement:

In-Store Behavior

  • 45% of consumers prefer to access promotional offers via text/SMS while in store
  • 67% would take advantage of a promotion offering a guaranteed reward or gift while in-store
  • 75% would be more likely to purchase a product if the package featured a coupon
  • 60% on average, prefer a guaranteed payout, such as rewards, gifts, loyalty points or rebates.

Purchase Validation

  • 80% of shoppers 'sometimes' or 'always' check their store receipts
  • 61% would take a photo of their receipt if they could earn a guaranteed reward or gift
  • 66% prefer to enter a code from receipt or on-pack as proof of purchase for a chance to win, or get a reward/coupon

Mobile Usage

  • 36% use mobile apps while shopping
  • 57% are likely to download a mobile app to earn loyalty rewards
  • 52% are likely to download a mobile app to receive a free gift with purchase

Methodology
This research was conducted by HelloWorld in 2017. An online survey of 20 questions was completed by 1,600+ participants, examining their engagement, rewards, and purchase behaviors while shopping for groceries. Participants reside in the U.S. and range between 18 and 65 in age.

For more details and insights, download Maximizing Engagement to Motivate In-Store Purchase: 2017 Shopper Research on In-store & Digital Engagement.

About HelloWorld, Inc.
HelloWorld is a digital marketing solutions company working with the world's leading brands across all industry verticals. The company offers a powerful combination of native platform technology and marketing strategy to marketers looking to accelerate growth and deepen consumer impact. HelloWorld creates brand-consumer interactions through promotional campaigns to spark interest, loyalty programs to retain and reward, and mobile messaging. Founded in 1999 as ePrize, HelloWorld is one of the largest independent digital marketing companies, with offices in Detroit, New York, Chicago, Los Angeles, and Seattle. The company has been behind highly effective regional and global campaigns for clients such as Coca-Cola, Johnson & Johnson, Microsoft, Samsung, and Starbucks. For more information, please visit helloworld.com.

Contact Information

  • Maria Pianelli
    LaunchSquad for HelloWorld
    Email Contact
    (212) 564-3665