Big DL Focus

8/11/2019 Big DL Focus

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The Consumer

Need for the BigDeals Local App

Produced for

Instant Access

Technologies by


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Contents

Executive Summary 3

The consumer response to the bigDL app

in general 4

The consumer response to the bigDL app

by feature 6

Conclusions 8

Produced for Instant Access Technologies

By

Niki Gomez, Head of Insights and

Sean Murray, Founder and Director

The Retail Practice

www.theretailpractice.com

January 2014


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Executive SummaryWe surveyed a broad

section of approximately

100 smartphone users.

There was overwhelming support for a

deals-based app that understands theconsumer.

97% of people said they would

download a free app with the best high

street deals and money-off vouchers.

Consumers favoured an app that can be

sorted by the type of deal, the consumers

sweet spot (their preferences) and their

location.

The bigDL app is seen as a quick and

effective solution to the arduous task

of finding deals, which typically takes

consumers a lot of time and effort.

78% would use the app on shoppingdays or every day.

There is currently a lack of information

on high street deals.

The only ways consumers can currently

find out about high street deals is through

physically going into stores or reading

magazines or leaflets put through their door.

83%of consumers said they would like

targeted deals

Consumers were happy to give their data

for targeted deals that are more relevant

to them.Consumers saw the local feature

of bigDL as being special and a

differentiating factor to other offers.

75%of consumers liked the idea of real

time geo-alerts on deals from retailers

To many consumers it is important that

independent shops as well as large

retailers are represented.

40%of consumers said theyd share a

deal on social media.

This rose to 53% if they got epoints (loyalty

points) as well.

I love that it supports indies like my local bookshop

as well as bigger high street chains which are

often cheaper.

Female young professional, 38, London

This app is really cool I like the Twitter-style deal

feed. Easy to use design.

Male student, 21, London

97% 78%

83%

75%

40%

of people would download

a free app with the best

high street deals and

money-off vouchers

would use the app on

shopping days or every day

would like targeted deals

liked the idea of real time

geo-alerts on deals from

retailers

said theyd share a deal

on social media


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99%of consumers said that saving money on purchases was an extremely

important consideration.

This was due to unreliable work situations as a result of the recession, their choice of

occupation, such as being students or in creative or social fields, and the high cost of

living in the UK. Consumers also wanted to maximise their purchases of a wide variety of

goods and services on offer. Lower prices allow them to do that.

A staggering97% of people said they would download a free app with the best high

street deals and money-off vouchers.

Findings

1. Finding good deals was very important to consumers.

Many consumers would not purchase goods if they were not on some kind of offer and

some simply cannot afford to ever impulse buy.

78%would use the bigDL app on shopping days or every single day.

Response to the bigDL app

in general

0

0

0

0

0

060%

50%

40%

30%

20%

10%

0

Everyfew

hours

Oncea

day

Onshopping

days

Twice

aweek

Oncea

week

Onlywhena

lerted

If you download this bigDL app, how often during a given week would you

check the updated deals on offer?

Yeah, Id be happy to

share some details for better

custom deals.

99%said saving moneyon purchases is animportant consideration


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2. Most consumers we spoke to do

a lot of research before making apurchase.

The bigDL app is seen as a quick and

effective solution to the arduous task of

finding deals, which typically takes a lot of

time and effort.

The bigDL app is practical, easy to wrap

your head around, straightforward.

When consumers are on the high street

they sometimes run between different

shops to get the best price, or they pay a

higher price, as a result of an impulse buy.

So the app would be a welcome solution. It

would also mean they would shop more intheir local high street. Currently, many shop

online because they feel it is cheaper.

3. Customers are happy to provide

their data in return for benefits.

The majority of customers were keen

to have personalised deals for them,

based on data that either they inputted

themselves or that the app learnt from their

behaviour. They were willing to spend the

time to give relevant data if this meant they

had more targeted results.

4. There is currently a lack ofinformation on high street deals.

The only ways consumers currently find

out about high street deals is through

physically going into stores, reading

magazines or leaflets put through their

door.

5. Consumers saw the local feature

of bigDL as being special and a

differentiating factor to other offers.

The fact that its local makes me really like

this app.

97% of consumers believed in

supporting their local high street.

84%said they preferred shopping within

30 minutes of their homes.

6. To many consumers it was important

that independent shops as well as

large retailers were represented.

The Internet has also meant that the

majority of consumers are always looking

for information on deals online for higher

priced items. The main methods they were

using were doing a general Google search

for items they wanted to buy or getting and

using voucher codes at the e-checkout.Some used other deal sites, and very few

have used apps for deals thus far.

I always presume the high street is more

expensive than online. And I have to actually

go there to see the deals. This app could be

really useful!

0

10

20

30

40

50

What is your preferred local shopping area, relative to where you live?

50%

40%

30%

20%

10%

0

Within a radius of: 20 mins travel 30 mins travel 45 mins travel 60 mins travel

84%preferred shopping

within 30 minutes oftheir homes

The fact that its local

makes me really like

this app.


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Customers were happy to provide their data in return for benefits

83%of consumers said they would like targeted deals.

bigDL - real deals, real time, real close

I like the tag line of the app: Real Deals makes me think these are proper deals

I can trust.

There was a strong feeling that sometimes companies attract you through advertising

deals but actually do not save you money. Consumers were very savvy about deals and

so the deals on offer through the app must be good.

Response to the bigDL app

by feature

Deal Types

The most popular deal type is money-off vouchers, preferred by 55% of consumers,

followed by daily deeply discounted deals (31%) and weekly deeply discounteddeals (28%).

0

10

20

30

40

50

6060%

50%

40%

30%

20%

10%

0

Weeklyd

iscount

deals

Dailyd

eeply

discoun

teddea

ls

Freemo

ney-off

vouche

rs

Buyone

getone

freedea

ls

Season

alsales

Secret

deeply

discou

nteddea

lsyou

findouta

boutwh

en

youenterth

eshop

Which deal types would you like best?

This could really help me to save time finding deals as I can set it to exactly what Im looking for.

This week it might be winter boots, next week my mums birthday pressie and then a holiday with

my mates.


The way you can set different locations and look for deals that way is very useful. Especially for usstudents who split our time between being at home with our family and at uni with our friends.

Female student, 19, Reading

83%would provide their datafor targeted deals


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Exclusivity

76%of consumers said they would find exclusive deals, for bigDL members only,

an attractive offer.

Geo-alerts

75%of consumers liked the real time geo-alerts on deals from retailers they

could receive on their phones when within 25m of a shop. They saw it as a really

outstanding feature that they would use when they were on the high street and in

shopping mode.

Sharing

40%of consumers would share a special deal with their friends on social media.

Consumers would be more likely to share deals they find out about generally (not

necessarily through the app) if they received an incentive, such as epoints for doing so.

This figure then went up to 53%.

Price Comparison

The price comparison tool was always met by a state of awe and amazement in the focus

groups. Most consumers had not seen anything like it before.

84%of consumers would use the price comparison tool occasionally or regularly.

Oh wow, the price comparison tool is

awesome I would so use that!


I use the price comparer from eBay butthats just for those sellers, as this is for

all online shops its much better!

Male young professional, 27, London.

84%would use the pricecomparison tooloccasionally or regularly


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A deals-based app that saves consumers money on the high

street was met with extremely high positivism, with 97% of

consumers saying they would download it.

The app would reduce the time and effort that is currently spent on

finding deals.

What emerged as important is that:

for them and are willing to give their data to get this.

attractive to them.

Consumers would use the app regularly, on days when they are

shopping.

The bigDL app would solve the information problem of high street

stores and offer additional attractive features, which will save

consumers time and money.

Conclusions

We havent seen an app so welcomed by

consumers before.

Sean Murray, The Retail Practice

97%of consumers said theywould download theapp


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