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BizReport : Ecommerce archives : May 09, 2014

Survey reveals scale, scope of shoppers' demand for mobile marketing

Today's digital shoppers are more open to receiving mobile marketing messages and promotions on their devices than ever before, according to new research in the UK from retail and shopper marketing agency, Savvy Marketing.

by Helen Leggatt

In the UK today, 71% of shoppers now owns a smartphone and 59% of UK households have at least one tablet, and those figures are rising. By the end of 2014 those numbers will rise to 78% and 71% respectively.

In line with that rise, more shoppers than in previous years are embracing being targeted with shopper marketing. Nearly two-thirds (64%) now say they like the idea of receiving targeted coupons on their mobile device, up from just 24% two years ago.

Similarly, shoppers' in-store expectations have changed. One in six (64%) were now open to receiving targeted mobile marketing or coupons in-store and 59% would like to be able to use their mobile device to find products in-store.

"Our research shows the scale and scope of shoppers' increased demand for digital shopper marketing," writes Alastair Lockhart, insight director at Savvy Marketing, on the company blog. "They truly are open to receiving personalized, relevant and timely marketing communications that inspire purchases in new ways. Retailers, who are the closest to the shopper, need to facilitate and lead this fundamental change."

"Digital shopper marketing is no longer the future, but the very present. It is set to fundamentally reshape the way that grocery retailers and brands communicate with shoppers. Indeed we believe it has the potential to be the most significant development since the arrival of self-service supermarkets. Exciting times ahead!"

In their survey of over 1,000 UK household shopping decision makers, Savvy Marketing asked which group was perceived to be the most-trusted to deliver digital marketing campaigns to a smartphone. They found that grocery retailers were the most-trusted (68%) with loyalty card providers close behind (58%). However, just 32% trusted brands and a quarter said they wouldn't trust any of the groups specified.

Beacons of hope

A recent survey by research firm eDigitalResearch, also in the UK. found that, of the 1,300 smartphone user participants, almost half (45%) are 'very willing' or 'somewhat willing' to allow retailers to send personalized messages to their mobile device.

Furthermore, 33% believe that receiving personalized messages on their smartphone while out shopping would 'very likely' or 'likely' have an influence on their purchases.
Of that 33%, over three-quarters (78%) said they would be 'extremely' or 'somewhat willing' for data collected by retailers to be used to personalize communications.

Image via Shutterstock

Tags: coupons, digital marketing, in-store marketing, shopper insights, shopper trends, survey, UK

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