BizReport

RSS feed Get our RSS feed

News by Topic




BizReport : Email Marketing : June 11, 2012


In-store signage fails to encourage email, SMS engagement

Few of America's fastest growing retailers use in-store signage to promote email or text message engagement, found a new study by interactive marketing provider ExactTarget.

by Helen Leggatt

exacttarget report cover.jpgWhen ExactTarget investigated how America's top retailers are engaging with consumers in-store, the results were somewhat disappointing, particularly when it comes to email.

In-store signage serves many purposes. It directs consumers to where they want to go, provides information on promotions and deals and reinforces branding. Today it also serves another purpose - to engage smartphone-carrying consumers.

However, few of the top retailers are optimizing the opportunity to connect with consumers via in-store signage.

While 18% used in-store signage to promote their website, just 8% used it to promote their social media presence on the likes of Facebook and Twitter. Even less, 2%, used in-store signage to promote email or text message engagement.

"The missed opportunities with in-store signage are staggering. Google's recent report, The Mobile Movement: Understanding Smart Phone Users, found that over 70% of shoppers use their cell phone in-store while shopping," says ExactTarget in the report "Retail Touchpoints Exposed". "Yet in our review, only 2% of the Hot 100 retailers sought in-store engagement through SMS, and only 5% promoted a proprietary mobile application."






Tags: brick and mortar, ecommerce, email marketing, in-store, mobile marketing, research, signage, SMS








Subscribe to BizReport







http://www.bizreport.com/2012/06/in-store-signage-fails-to-encourage-email-sms-engagement.html

 

 

Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.