Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

The survey of 8,000 primary household shoppers about their usage of various digital retailtools found that shoppers use different tools for different purposes, and which toolsimpact which behaviors.Social Media from retailers is the strongest driver of new brand and product trial.Brands launching new products should feature their new offerings not only in theirown social media efforts, but in their retailers' as well.Shopping Apps and retailer tools are strongest drivers of unplanned purchasing. It isimportant for the Brand to be a part of the retailer's digital tools as theirtraditional tools, opines the report.Texts Messages from Retailers and Brands are most likely to influence choice ofwhere to shop.Tool Impact on Product Trial (% of Respondents Who Bought Products/Brands NeverBefore Purchased)Influence Tool% BoughtQR codes/bar code readers 22%Shopping apps 32Retailer texts 21Mobile coupons 19Retailer social media 36Brand social media 32Load-to-card coupons 20Reviews/recommendations 29Daily deal sites 26Brand emails 26In-store brand sites 25Pre-shop brand sites 29Brand sites 19Retailer emails 21Search engines 16Downloadable coupons 18In-store retailer sites 15Pre-shop retailer sites 17Retailer sites 15Source: RyanPartnership, September 2012The study points to shopping apps and social media updates as the tools best poised fornear-term growth, because they deliver the strongest combination of shopper utility (suchmeasures as "makes shopping more fun," and "makes me feel like a smart shopper"), andbehavioral impact ("I make more unplanned purchases," "I try products or brands I neverbought before," "I spend more than I planned").The impact of digital shopper experiences on the selection of a retailer was quite strong.Interestingly, retailers’ own social media updates were the strongest driver of a shopper’sselection of a retailer. Although quantifiable ROI data can be challenging to come by,181