Mobile phones are thwarting brand loyalty in favor of price

Consumers are hunting for bargains and value: 55% of those with a mobile device  having at least one application performance marketing on your Smartphone. The figures are in the study conducted by the Tradedoubler Insight Unit “Marketing Result: Shopping Mobile and demand”.

Mobile phones are thwarting brand loyalty in favor of pricePrice comparison applications are the most popular among consumers consulted (32%), followed by vouchers or gift codes (28%), loyalty rewards (27%), purchase groups (22%) and Cashback applications (16%).

“Strong brands are losing weight in commercial areas because they have given too much importance to brand loyalty and not so much to price, value and variety of channels, including mobile applications, which is what today demand Consumers, “says Soraya García Merino, Country Manager Tradedoubler.

“Bargain hunting has reached the mobile milieu and brands will be out of play if they are not prepared with relevant and seasonal campaigns targeting consumers who have at least one marketing application of results on their mobile when they go shopping.”

Of those consumers who use their mobile phones in stores, 58% have bought a product in a competing store after finding a better deal through their mobile, according to Tradedoubler’s study.

In addition, mobile coupons and discount coupons are proving to be a strong tool for bargain hunters: 51% are actively looking for these coupons on their mobile phones and 44% regularly use coupons or coupons that reach their device. Since coupons can be redeemed in stores and online, they can be a useful tool to help retailers reclaim customers for the physical store in shopping areas.

The popularity of mobile marketing sites and applications is backed by Tradedoubler’s latest sales figures, which show that the value of the purchase through its mobile results network rose 187% between the first quarter of 2012 and The first of 2013.

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