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Survey: 1-in-5 QR codes scanned initiate a purchase

BY Michael Johnsen

BOSTON — As many as 20% of smartphone users made a purchase after scanning a QR code, according to a Consumer Pulse study released Wednesday by Chadwick Martin Bailey and iModerate Research Technologies.

“Consumers are curious about QR codes and the information they can get,” stated Jeff McKenna, senior consultant at Chadwick Martin Bailey. “But companies need to understand what consumers expect from a scan whether it’s more information, a coupon or exclusive offer. Companies who use QR codes successfully to drive engagement or sales will be those who meet customer expectations and offer compelling reasons to scan.”

The study also looked at ease of use, with 70% of those who scanned finding scanning to be a very easy process. However, only 41% reported the information they got to be useful.

Data was collected from 1,228 adults via a nationally representative online survey questionnaire within the United States by Chadwick Martin Bailey in October 2011.

A Chadwick Martin Bailey report with additional findings from this study is available here.

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Shoppers on a tighter leash

BY Barbara White-Sax

The recession has taken a toll on the pet category, according to some companies. A recent report from Cascadia Capital revealed that 35% of consumers said they curtailed pet expenditures in 2011 due to the economy. Spending on pets is expected to hit the $50 billion mark in 2011, an increase of 5% over 2010, according to the American Pet Products Association. Packaged Facts predicted that the industry will grow 5.9% in 2012.


The pet food category, which continues to get more crowded as segmentation increases, had limited growth. Growth in the super premium segment has slowed, according to 
Cascadia Capital.


Sales of meat treats, vegetarian treats and weight-control treats also were on the rise since 2008, according to a representative from the APPA. Nutraceutical treats are growing at a fast pace, particularly in the specialty channel.


According to the APPA’s 2011/2012 National Pet Owners Survey, among dog toys purchased in 2010, types that were purchased more often since 2008 included dental ropes, plush toys and hard/solid rubber toys. According to the survey, 39% of pet owners purchased solid/rubber toys versus just 28% in 2008. 


Grooming and health products also are growing segments in the category, and sales of dog beds were up last year, based on data from the APPA.

  

The article above is part of the DSN Category Review Series. For the complete Pet Care Buy-In Report, including extensive charts, data and more analysis, click here.

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That new car smell

BY Barbara White-Sax

CINCINNATI — Procter & Gamble has extended the Febreze brand with a new vent strip for the car. Febreze Car vent clip, available in five new scents, is designed specifically for the car to eliminate odors and keep air fresh for up 
to 30 days.


The Febreze Car vent clip easily attaches onto a vehicle’s air vent, and the product’s unique delivery system slowly releases scent day after day without becoming too overpowering. Suggested retail price on the new product is $2.99 for a single and $5.49 for a double pack.

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