The Consumer Need for the bigDL app

1. The Consumer
Need for the Big
Deals Local App
Produced for
Instant Access
Technologies by

2. 2

3. 3
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

5. 5
Executive Summary
We surveyed a broad
section of approximately
100 smartphone users.
There was overwhelming support for a
deals-based app that understands the
consumer.
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 consumer’s
‘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 shopping
days 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 they’d 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 they’d share a deal
on social media

6. 6
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 staggering 97% 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
10
20
30
40
50
6060%
50%
40%
30%
20%
10%
0
Every few hours
Once a day
On shopping days
Twice a week
Once a week
Only when alerted
If you download this bigDL app, how often during a given week would you
check the updated deals on offer?
“Yeah, I’d be happy to
share some details for better
custom deals.”
99%said saving money
on purchases is an
important consideration

7. 7
2. Most consumers we spoke to do
a lot of research before making a
purchase.
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 in
their 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 of
information 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 it’s 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 of
their homes
“The fact that it’s local
makes me really like
this app.”

8. 8
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 discounted
deals (28%).
0
10
20
30
40
50
6060%
50%
40%
30%
20%
10%
0
Weekly discount
deals
Daily deeply
discounted deals
Free money-off
vouchers
Buy one get one
free deals
Seasonal sales
‘Secret’ deeply
discounted deals you
find out about when
you enter the shop
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 I’m looking for.
This week it might be winter boots, next week my mum’s birthday pressie and then a holiday with
my mates.”
– Female young professional, 25, London
“The way you can set different locations and look for deals that way is very useful. Especially for us
students 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 data
for targeted deals

9. 9
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!”
– Female young professional, 24, London
“I use the price comparer from eBay but
that’s just for those sellers, as this is for
all online shops it’s much better!”
– Male young professional, 27, London.
84%would use the price
comparison tool
occasionally or regularly

10. 10
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 haven’t seen an app so welcomed by
consumers before.”
– Sean Murray, The Retail Practice
97%of consumers said they
would download the
app