Pokémon themed products and promotions drive traffic in retail and foodservice establishments.
Last month, MGH conducted a study to determine whether retailers and restaurants who are working to take advantage of the Pokémon Go craze have actually attracted more customers. The verdict is in, and the results of the study have revealed that offering Pokémon-themed products or discounts has, in fact, been successfully attracting potential customers.
The survey found that nearly 60% of smartphone users who have downloaded Pokémon Go were likely to enter a business offering Pokémon-branded discounts to players, 38% were likely to purchase a Pokémon-themed product offering, and 60% viewed businesses hosting Pokemon promotions favorably.
Restaurants and bars topped the list of the types of businesses those surveyed noted as offering Pokémon-themed products or discounts, while Facebook (72%) and store signage (52%) were the mediums where the majority of players saw Pokémon-related promotions.
Other notable findings include:
- Overall, 94% of smartphone users surveyed were aware of Pokémon Go;
- Of those aware, more than 50% have seen Pokémon Go promotions, a number that increases to 66% when looking at respondents who have downloaded Pokémon Go
- After restaurants and bars (71%), retail stores (44%) and entertainment venues/attractions (42%) were the types of businesses where respondents were most likely to have seen promotions;
- Of the respondents who downloaded the game, 56% were between the ages of 18-29;
- Female respondents are slightly more likely to have seen Pokémon Go promotions, and slightly more likely to purchase a Pokémon-themed product.
“With estimated daily users of Pokémon Go still teetering around 20 million, this survey shows there’s still a great opportunity for business owners to tap into this unique and active audience to not only drive foot traffic into their venues, but get them to potentially purchase a product,” said Ryan Goff, senior vice president and social media marketing director at MGH. “The best part of Pokémon Go is that it’s getting people of all ages out and about; businesses just have to find a way to lure customers in.”