Mobile marketing is key to greater loyalty

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By: Wise Marketer Staff |

Posted on August 8, 2013

Canadian smartphone users are looking for enhanced in-person shopping experiences on-the-go, and would buy more if presented with promotional offers on their smartphone while out shopping, according to a survey by SAS.

When asked what they would do if they received a promotion on their smartphone that applied to either the item they were buying or a complementary product, 38% of the consumers surveyed said they would buy both items. In addition, 58% said they'd be interested in receiving personalised promotions from nearby stores while out shopping.

Personalised promotions can also help improve customer loyalty. Some 47% of smartphone owners said they would be more likely to return to a store that sent them personalised promotions to their phone while they were out shopping. The under 55 group said they are more likely to return to the store (50%, compared to only 29% for those aged 55+).

Overall women appear to be a few steps ahead of men when it comes to taking advantage of mobile marketing opportunities. Women were more likely to say they would return to a store that offered them smartphone-based, localised promotions (51% versus 43% of men). They were also more likely to cash in on smartphone based in-store deals, with 44% (versus 31% of men) saying they would buy multiple items when presented with relevant promotions.

Smartphone users are looking to turn their device into an electronic personal shopper. Eighty-two percent of survey respondents said it would be helpful to be able to get access to detailed product and service information on their phone while in store, suggesting that there is consumer demand for easy access to relevant information while out shopping.

Retailers with both an online and bricks and mortar presence should consider offering purchasing suggestions to their customers while they are in store. Seven in ten surveyed said they find it helpful when retailers make suggestions based on their previous online purchases.

"When you couple the power of the smartphone, with really smart analytics, retailers have an opportunity to forge some really strong customer relationships, and elevate their marketing to new levels," said Lori Bieda, executive lead, customer intelligence for SAS Americas. "Retailers who recognise the power of customer information and analytics and use it to deliver location-smart personalised offers to consumers, when and how customers want them, will win the lion share of the shopping basket."

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