Downloaded coupons get up to an 85 percent redemption rate with current brand users but they are failing to persuade switchers or recruit new users. True pre-shop consideration is moving outside of the coupon hunt to another media platform How do you see augmented reality and digital coupons altering the grocery experience?
The quest to create craving is not new. It’s what marketers tackle every day. What drives a craving purchase in the in-store shopping experience? Overall, what conditions do you think are needed for food retailers to deliver a trophy purchase for consumers?
Nearly every routine shopping trip has a “trophy,” an item that is bragged about once the shopper returns home. It would seem that the shopper’s trophy is a planned purchase. But this isn’t true. What makes an item become perceived as an opportunistic purchase, particularly in a grocery store setting?
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