The hugely popular cross-platform mobile game Angry Birds app may just be what retailers need to boost up sales and improve consumer response across varied demographics, according to retail marketing program provider TCC Global.

TCC has secured the global licence for loyalty promotions in the grocery, convenience and petrol retail category for the Angry Birds game franchise. This means Angry Birds, Angry Birds Seasons and Angry Birds Rio may be used in the said establishments' loyalty promos to attract shoppers of any age, gender and profession.

Since its launch in December 2009, the Angry Birds app has reached over 300 million downloads for various platforms worldwide. In Australia, an estimated 40 per cent of the population is either an Angry Bird fanatic or casual player.

Alastair Macdonald, TCC regional director, Australasia, said the retail consumers are more practical and discriminating in making purchases, but they can be won over by smart loyalty promotions.

"We're working with Angry Birds creator and franchise-owner, Finland-based Rovio Mobile, to develop a range of reward products including mugs, plush toys, figurines and other collectables that can be used in purpose-built retail loyalty promotions," Alastair said.

"Angry Birds has real traction in the market right now and retail loyalty promotions built around the franchise are sure to find favour with kids, teenagers and adults alike. It's the largest mobile game app the world has seen so far, and so TCC's multi-year promotional licensing rights to Angry Birds will give Aussie retailers a real edge for 2012."

TCC has already seen that unique and fascinating items as consumer rewards give shoppers enough reason to increase their shopping list. A recent study in Germany has this findings as well.

Alastair said it is the thought of being part of a community with a common fascinating interest that draws shoppers to loyalty programs, such as collecting rare souvenir items in return for certain purchases. The consumer interactions via social networks will also enhance this desire to collect items as part of a consumer community.

"Being part of something bigger, like a 'collectable collective', creates a conversation - whether it be online or in the real world. Kids, teenagers and adults really respond to that. They can participate in a loyalty program and become part of the dialogue," Alastair said.

Alastair expressed confidence that the Angry Birds franchise will positively affect the retailers' businesses in Australia. "Our Angry Birds promotions will become a tangible manifestation of a virtual phenomenon and that is sure to make a positive, measurable difference within our client's business," Alastair added.

TCC studies its data to match shopper profile and loyalty programs, such that every program can meet the objectives of retailers. "We set the spend level to get the reward so it stretches their existing spend," Alastair explained, adding the loyalty programs can be expected to result in an increase in sales year over year of five per cent.