CPG Brands Up the Mobile App Ante – eMarketer

Loyalty programs, special promotions top reasons for implementing mobile apps

Mobile is having a major impact on the retail sector, as consumers use their smart devices to research and buy at home and in-store. The consumer packaged goods (CPG) industry, in particular, is responding by creating mobile apps, which give users more information on products, and often provide added features, such as games and interactive tools, related to CPG products.

Consumer Goods Technology (CGT), a trade publisher, surveyed employees from CPG companies in the US about mobile development at their firm. More than 80% of respondents said their company had at least one mobile app in use in February 2013, and nearly three-quarters had two or more apps. Moreover, three out of 10 companies had implemented more than five apps.

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