New research has shown that by sending smartphone users discount offers, these consumers will head out and shop.
The results of research conducted by Forrester Consulting has now been revealed, and it has found that when mobile marketing includes the use of digital coupons that are received and redeemed by consumers through the use of their smartphones, those individuals are more likely to make a purchase to take advantage of the discount offer.
Even if these consumers don’t shop over mobile commerce, they will still use the coupons over desktop or in person.
Still, regardless of the fact that the vast majority chose to use the coupons received over mobile marketing to shop using a desktop computer or at a brick and mortar store, the research still showed that 25 percent of those who did act on the savings did so over m-commerce channels. The study was conducted in the United States during June 2014. It surveyed consumers with regards to the use of digital coupons.
This mobile marketing study showed that 33 percent of respondents switched to desktop to shop.
It also found that another 27 percent chose to head to brick and mortar retail locations in order to use the digital coupon and take advantage of the savings that it offered. Fourteen percent of the respondents said that they used the coupons they received in order to make a purchase over a tablet device. That said, the tablet figure was far larger than those who used mail order catalogs or call centers, which accounted for only 2 percent of the purchases that were made using the digital coupons.
The vast majority (55 percent) of the respondents said that they had found the discount offers after having conducted a search, and/or after having received one in an email (57 percent). About one in three said that they used an app related to coupons in order to discover savings opportunities.
It has been speculated that many of the people who responded to this mobile marketing technique by way of a purchase in store did so because they had researched the product or had specifically looked for a coupon while they were already in the store.
The report showed that among grocery stores, 41 percent are using mobile marketing couponing techniques, with the same percentage of department stores offering coupons for smartphone and tablet users, as well. Thirty nine percent of clothing stores were doing so, while electronics stores were using mobile coupons in only 29 percent of the cases (which is surprising, considering that they often sell those devices and gadgets in the first place). Finally, 26 percent of mass merchandisers were found to take part in this technique.