A recent study has shown that shoppers think that the idea of offers over smartphones is attractive.
The results of a recent survey that was conducted by Vista Retail Support, a retail tech firm, has shown that 81 percent of consumers would be willing to accept a mobile marketing offer that was sent to them from a retailer, while an individual was shopping in that store.
Four out of every five consumers would be willing to take advantage of the opportunity those deals could present.
That same study determined that 40 percent of participants would be interested in receiving price comparisons that a retailer would send to their smartphones while they were shopping within that store. This shows that there is a certain willingness among smartphone owners to embrace the type of opportunity that location based mobile marketing has to offer them.
Still, retailers have not yet adopted this type of mobile marketing technology, despite the appeal to consumers.
According to the Vista Retail Support sales and marketing director, Richard Cottrell, “Retailers are not utilizing technology to make personalized offers to their customers, yet the survey shows shoppers are open to this form of interaction, giving retailers a wealth of new opportunities.”
The survey also determined that, on an increasing basis, consumers are looking to chances to be able to buy over their smartphones and then simply pick up their purchases at the store. Among the respondents to the survey, 30 percent – nearly one third – said that they used a service of that nature in order to be able to avoid the Christmas shopping crowds within the stores themselves.
There are clearly many opportunities presented over m-commerce and mobile marketing that are becoming very popular to consumers. It is now up to retailers to identify the technologies that will work best for their offerings, and to make sure that they are keeping up with the expectations of their customers, as they become increasingly reliant on mobile devices for various parts of their daily activities. Those that fail to keep up could end up losing customers to competition with more convenient smartphone based shopping features.
xAd brought in the expertise of Nielsen in order to both analyze and measure the effectiveness of mobile ads across 12 major brands and almost 80 individual smartphone based advertising campaigns within the retail, restaurant, and auto sectors. The report focused on the use of creative messaging and location based proximity targeting and the way that outcomes were impacted by those campaigns.