Nielsen Personalizes the Mobile Shopping App: If You Build the Technology, They Will Come

Dave Cameron, Chris Gregory and Daryl Battaglia

Nielsen

Management slant

  • A grocery retailer's mobile app users are among their most loyal and desirable customers, purchasing more and shopping more of the store.
  • Digital coupon users prefer mobile coupons to online, citing the convenience of mobile as the primary reason.
  • Most say they find it hard to find the coupons they are interested in. There is opportunity for personalization to further extend the power of mobile convenience.
  • When the order of coupons is personalized, overall coupon redemption increased by 13%, redemptions for new (not previously purchased by a customer) brands increased by 23%, and redemptions for new product groups increased by 37%.