A survey of 63 grocery and household brands found strong interest in funding discounts matched to a shopper's basket at checkout, if they help set the terms.
Brands that make groceries and household goods appear ready to pay for smarter discounts at the register. In a survey of 63 consumer packaged goods brands and manufacturers, 95% were very or extremely interested in a system that matches an offer to the items in a shopper's basket.
Think of it as a coupon that finds the right product at checkout. Every brand in the survey could see a reason to fund rewards there. The largest share, 44%, wanted a say in which items earned shoppers a discount.
The report comes from PYMNTS Intelligence and was produced with FIS. The survey was taken in March.
The material does not say what such a system would cost, who would build it, or when stores could use it. Sixty-three brands is a small group, and interest is not the same as signing up. Brands also want to tell whether an offer brought in extra sales, and the report does not explain how that would be measured.
For store owners, the survey points to a clear opening with brands: agree on which items qualify and how both sides will measure the sales the reward brings in.
If you run a store, agree with brands on which items qualify for a reward and how you will both measure the extra sales.
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