I had a conversation with someone a few weeks ago about the difference in engagement quality between loyalty cards and store smartphone apps. We also discussed IOS Passbook as a means to deliver loyalty cards. In Supermarket News, word of a study that indicates 20% of shoppers have downloaded store Apps. High finding, I thought.
" ... Mobile applications can be instrumental to driving engagement at supermarkets, according to a study by Match ShopLab and Novartis Consumer Health. Among the primary household shoppers surveyed, 20% have downloaded a food-store app. Of the shoppers who use the apps, 80% do so for the coupons, and an overlapping 57% like being offered specials. But among nonusers, more than seven in 10 did not know the apps existed, and one in four didn't think the apps were worth running ... "
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