Progressive Grocer

AUG 2015

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August 2015 | | 115 hands, he says, is by sending them push notifca- tions on their smartphones. Tis draws users back to the app, so they can build even more app en- gagement and loyalty, which is something brands and retailers are struggling to achieve. "One consideration retailers like Safeway and Kroger have made is to ensure that the app works equally well on the tablet or smaller mobile phones," says Darcy Douglas, director of account solutions at Minneapolis-based Kantar Media Marx. "Not all retailers have committed to this level of coverage in support of shopper ease. Tis method has a real po- tential to take of, since both tablet and smartphone deliver a diferent experience to the shopper." "Mobile coupons are turning out to be one of the favorite promotional tools for grocers to infu- ence, incentivize and encourage customers towards trying their products," says Anil Kaul, CEO of San Francisco-based Absolutdata, a provider of advanced analytics. "Te ability to identify cus- tomers individually, track their purchase behavior and send personalized ofers are the main reasons for the growth of this channel." Meanwhile, RevTrax's Treiber contends that loading digital coupons to a retailer's app is mis- leading because it's probably either being loaded to a loyalty card synced with the user account or a user account without a loyalty card. "But consumers will most likely continue to adopt digital coupons by clipping them via the retailer's mobile app, as mobile adoption continues to grow at a disproportionate rate to desktop. Tablet for coupons will likely be last, behind desktop and mobile," he predicts. L2C digital coupons aren't confned to a grocer's loyalty card. Kroger links digital coupons to its Kroger Plus credit card. While such applica- tions are rare, that may change soon: Boston-based Linkable Networks has launched a program for retailers that enables shoppers to link digital cou- pons to a credit or debit card. Nearly eight out of 10 consumers didn't make a CPG purchase in the store because they for- got a coupon, according to Linkable Networks CMO John Caron, citing a study that Cambridge, Mass.-based Forrester Research did on behalf of his company. "Tis is costing retailers and brands real revenue," he asserts. "Card-linked ofers and load-to-card both solve this. Te second-biggest is- sue for consumers is ease of use. Print-at-home and The coupons on our new app and site are unique in that they are delivered to each customer based on his or her shopping behaviors and geographic in- terests and then prioritized." —Bert DuMars, Southeastern Grocers

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