The future of shopping is in the shopper’s hands.
A roundtable discussion on emerging media, with Michael Minasi of Safeway, Patrick McLean of Capital One, David VanderWaal of LG Electronics USA, Jeanne Danubio of Neilsen NA and Ken Barnett of Mars Advertising.
Is the effect of mobile devices on shopper behavior overstated?
Michael Minasi: If it’s overstated at all, it is only because marketers have a tendency to think beyond the current timeframe and structure of use and project where they think the future will be. But you can’t really overstate the fundamental change that mobile media will have on shopper behavior and how shoppers get information.
As it stands right now, we see Safeway shoppers using mobile primarily as a pre-shop planning tool, which may be to create or maintain a list or to search out and find digital coupons and so forth. The vast majority of use has to do with the utility of shopping and making shopping a bit easier and then saving money with digital coupons. read >>