In our 4th annual State of the Industry report, we highlight the changing retail landscape and shifting consumer shopping patterns that are paving the way for the rise of mobile offers in the $233b convenience store industry.
After decades of big-box expansion, the retail industry is now shifting to smaller stores. In 2015, small format retail categories — drug, dollar and convenience store — outgrew larger format stores by almost 400%, and now make up a more than $1 trillion market. This growth is no accident. Demographic shifts paired with online shopping behavior and shifting consumer demands are forcing leading retailers to think small.
Over the past few years, marketers have had success placing mobile offers into their branded mobile apps. Due to the success, branded mobile apps continue to be one of the most attractive options for mobile offers in 2016 – and with good reason. According to a Nielsen study, apps have become “an integral part of our daily micro-moments, with people spending an average of 30 hours per month in them."
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