Murmuras' new consumer panel provides insights into retail app discounts
The use of apps in retail is expanding swiftly. The launch of the Rewe app and Edeka's transition to Payback are just two examples illustrating the increasing focus on digital customer engagement. In collaboration with Bilendi, Horizoom, and Trend Research, we have established a new panel with 3,000 participants to comprehensively map this development.
An increasing number of retailers are leveraging exclusive app-based offers. In addition to personalized coupons, retailers are creating new advertising opportunities for manufacturers by incorporating features such as sweepstakes, partner benefits, and other promotions in their apps. As a result, retail media is evolving into a central platform for customer engagement. This shift presents both significant opportunities and challenges for retailers and FMCG companies. Traditional insights solutions often fail to provide adequate answers to key questions such as:
• How effectively do app-based promotions reach customers?
• What discounts does the competing companies offer and how successful are they?
• Can app-based promotions attract new target audiences?
New Panel provides answers
Our new consumer panel offers innovative insights: In collaboration with Bilendi, Horizoom, and Trend Research, we have established a new panel with 3,000 participants. These users generate millions of digital data points in real time, passively collected in the background using on-screen technology. Granular behavioral data from grocery and drugstore apps such as "Lidl Plus" or "Mein dm" is captured, analyzed, and visualized. In addition to tracking viewed, activated and redeemed coupons, all other app features are monitored in detail. Example data available here
Furthermore, the user journey can be analyzed beyond retail apps, incorporating data from social media interactions, website visits and other app activities.
Since this year, all panel participants have also been scanning their receipts. Only by combining digital data with receipt scans can app-based discounts be fully evaluated: Which app coupons are being used? Which discounts resonate with customers, and how effective is the personalization of promotions? The insights obtained enable the analysis of activation and redemption rates as well as the degree of personalization across various app-based promotions.
Why this matters
As retail media and personalized offers continue to gain importance, such data provides valuable insights for both retailers and manufacturers. These insights facilitate a deeper understanding of customer behavior, enable the assessment of discount effectiveness and support the development of more targeted strategies. The digital (app-based) revolution is in full swing, offering tremendous potential to actively shape the future of retail.