Supermarkets need to look only at America’s youngest consumers to envision their future embrace of cell phone marketing.
Supermarkets need to look only at America’s youngest consumers to envision their future embrace of cell phone marketing. Industry is on the cusp of a mobile marketing era that will involve every generation, but will likely grow the fastest once today’s teens mature into more responsible buying roles for their households (the family food trip) and control more of the grocery spend.
We’re already seeing more swipe-able bar codes on cell phone screens that deliver instant savings at checkout, and iPhone and Droid apps that help make for smarter shopping, meal assembly, food preparation and price comparisons. This is only the beginning, we believe at The Lempert Report. The cell phone unifies teens wherever they are – walking down the street, at the mall, in mom’s car, pretty much anywhere. CPG and retailers are mapping their next steps create appropriate cell phone connections between teens and their brands.
As well they should. This raises content and access questions, of course. But with appropriate kid- and parent-friendly steps taken, the trade could foster awareness, curiosity, trial and even loyalty to brands and stores. Many clothing retailers live on the teen dollar, so why can’t food and beverage sellers tastefully appeal to them too via cell phones. Messaging will have to be spot on, or brands and stores won’t earn cool points, and they might even risk a backlash.
A new study from the Pew Research Center documents the teen tsunami in cell phone activity, particularly texting. Among their key findings:
The research goes on to detail many aspects of teens’ cell-phone behavior, which parents will find have invaluable insights. Three nuggets relative to brands and stores:
The Lempert Report doesn’t expect CPG and retailers to have an easier time of connecting with teens than the parents do. But the ones that master cell-phone text messaging ought to gain disproportionately in the coming years.