Pokémon Go Consumers, You Gotta Catch ‘Em All

Pokemon Go Consumers, You Gotta Catch 'Em All

By: Cory Kinne, Project Director

It’s 2016 and the Pokémon craze has struck again, this time in the form of a mobile app called “Pokémon Go”. As of July 21, Over 30 million downloads have occurred since the app’s release earlier in the month, and the hype doesn’t seem to be slowing down any time soon.

Not surprisingly, many Pokémon Go players are adults, since Pokémon first came out more than two decades ago. It’s nostalgia for many in their 30s and 40s and the game’s social features appeal to most millennials as well, not to mention teens.

Because of this broad appeal, Pokémon Go presents retailers with an opportunity for free promotion. No matter how big or small a business may be, welcoming Pokémon Go players to their shops and restaurants, or malls and boutiques has little downside.

Simple in-game purchases can be made by businesses in order to draw more customers through the doors. Items like “Lures”, which draw Pokémon to a certain location, can be purchased for as little as $1. New customer bases can be reached and the return on investment is promising; one New York pizzeria is boasting huge returns by investing only $10 in the Pokémon “Lures”, causing a 75% increase in business over the course of a single weekend.

Businesses can also be a “Pokéstop”, a place where players (or “trainers” as they are referred to in the game) go to receive items like “Poké Balls” and “revives”, or a “gym”, a place where players battle their monsters to become leaders. You literally have to be within a few feet of a Pokéstop to take advantage of the bounty of items within.

Such features of Pokémon Go draw players to the area, and businesses can up their marketing prowess by offering incentives such as discounts, prizes, or a free gift for players stopping by to increase interest in their products or services.

Our research and technology partner Qualtrics had some interesting statistics from Pokémon Go trainers they surveyed. See some fun and interesting infographics here.

For any retailer, it’s an opportunity they can’t afford to pass up. Engage customers in simple e-marketing campaigns, inviting Pokémon players, and informing them of nearby gyms or announcing your status as a “Pokéstop” is easy to do and costs little more than time. You literally have to be within a few feet of a Pokéstop to take advantage of the bounty. Better yet, business owners, managers and even employees should download the app and play the game to become familiar enough to converse with customers about it.

You may not get to level 30 in Pokémon Go, but chances are many of your customers have that as a potential goal. If your retail location hasn’t started using Pokémon Go, you don’t want to miss out.

For further insights contact the Morpace Retail team at ckinne@morpace.com. When we’re not catching the Wild Rattata lurking in our hallways or checking out the three nearby gyms adjacent to our Detroit headquarters, we’ll be there to answer your questions on how to take advantage of this craze. After all, you gotta catch ‘em all (customers that is)!


Morpace Omnibus Study: Vehicle Buying Remains King Among Consumers, While Leasing Lags

vehicle buyingIn 2014 more than 16.5 million new vehicles were sold in the U.S., the highest since 2006.

As statistics show, U.S. consumer-spending habits are increasing – a sign that the Great Recession of 2008 is finally behind us.

Last year also showed the highest rate of leasing in more than a decade, according to a recent New York Times article. It states that vehicle renting is experiencing a growth in popularity in a world where having monthly payments for everything is the new norm.

But according to a July Omnibus study conducted by Morpace, while leasing a vehicle is becoming more popular, U.S. consumers still prefer buying a new or used vehicle.

In a July 2014 study, out of 806 respondents, 46% planned to purchase a new vehicle, compared to 6.6% who planned to lease. Additionally, 45.9% planned to purchase a used vehicle, compared to only 1.5% who planned to lease.

And the figures barely budged in 2015.

Out of 889 respondents, 48.5% now plan to purchase a new vehicle, as opposed to 7% who will lease, according to our recent July Omnibus. And 42% plan to purchase a used vehicle, with only 2.6% planning to lease.

While vehicle leasing has a marginal increase from last year, it doesn’t come anywhere close to the hype that many media outlets are reporting.

Vehicle buying dominance may, surprisingly, come from none other than the Millennial generation. In a survey launched by Elite Daily in October of last year, nearly 71% of Generation Y would rather buy than lease a vehicle. Also in that same survey, 43% of Millennials say they plan to purchase a vehicle in the next five years.

Finally historical Omnibus data found that, out of 1,000 respondents in July of 2014, 45.9% plan to purchase or lease a vehicle in the next one to five years. That number only dropped .6%, to 45.3%, in July of this year (out of 1,004 respondents), suggesting that the vehicle market will remain in steady demand in years to come.

It remains to be seen whether leasing will increase in popularity in future years. But for now, buying new or used remains the popular choice in the automotive market today.