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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

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